C5i Case Studies Evaluating the feasibility for brand name change and its effect on positioning and awareness

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	Evaluating the feasibility for brand name change and its effect on positioning and awareness C5i

Evaluating the feasibility for brand name change and its effect on positioning and awareness

C5i

Technology Category	Analytics & Modeling - Data-as-a-Service
Applicable Industries	Apparel Consumer Goods
Applicable Functions	Sales & Marketing
Services	Data Science Services
Challenge	The client, a leading apparel manufacturer, was considering changing the brand name for a product line extension. The study was designed to determine which of three names should be retained. The decision was to be based on assessing overall name preference, understanding the imagery associated with each name, and developing a comparative estimate of potential sales volumes under each name. Read More
About Customer	The customer in this case study is a leading apparel manufacturer in the consumer goods and services industry. They were interested in changing the brand name for a product line extension. The goal was to determine which of three names should be retained based on various factors such as overall name preference, the imagery associated with each name, and a comparative estimate of potential sales volumes under each name. Read More
Solution	Blueocean Market Intelligence, a global analytics and insights provider, was brought in to help the client make a data-driven decision. They used their 360 Discovery approach to ensure the comprehensive use of all available structured and unstructured data sources. This approach combines analytics, domain expertise, engineering, and visualization skills to provide strong decision support. The results indicated that changing the brand name would dilute the client's existing equity. As a result, the client decided to retain the original brand name. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Data-as-a-Service

Applicable Industries

Apparel

Consumer Goods

Applicable Functions

Sales & Marketing

Services

Data Science Services

Challenge

The client, a leading apparel manufacturer, was considering changing the brand name for a product line extension. The study was designed to determine which of three names should be retained. The decision was to be based on assessing overall name preference, understanding the imagery associated with each name, and developing a comparative estimate of potential sales volumes under each name.

About Customer

The customer in this case study is a leading apparel manufacturer in the consumer goods and services industry. They were interested in changing the brand name for a product line extension. The goal was to determine which of three names should be retained based on various factors such as overall name preference, the imagery associated with each name, and a comparative estimate of potential sales volumes under each name.

Solution

Blueocean Market Intelligence, a global analytics and insights provider, was brought in to help the client make a data-driven decision. They used their 360 Discovery approach to ensure the comprehensive use of all available structured and unstructured data sources. This approach combines analytics, domain expertise, engineering, and visualization skills to provide strong decision support. The results indicated that changing the brand name would dilute the client's existing equity. As a result, the client decided to retain the original brand name.

Impact #1	The client retained the original brand name, preventing potential dilution of their existing equity.
Impact #2	The client gained a 360-degree view of their market and competition, improving their business decision-making process.
Impact #3	The client benefited from a synthesis of data streams, enabling sound, data-driven business decisions.

Impact #1

The client retained the original brand name, preventing potential dilution of their existing equity.

Impact #2

The client gained a 360-degree view of their market and competition, improving their business decision-making process.

Impact #3

The client benefited from a synthesis of data streams, enabling sound, data-driven business decisions.

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Overview

Evaluating the feasibility for brand name change and its effect on positioning and awareness

Operational Impact