Branded direct response catalogue company had just purchased another company and needed to assess brand equity

This branded direct response catalogue company had just purchased another company and needed to assess brand equity of both companies across multiple industry verticals and determine whether to keep the brands separate or collapse into one.

Qualitative interviews with customers of each firm, non-customers, overlapping customers, and prospective customers along with suppliers and stakeholders; online quantitative research with the same customer group. Full analysis included sophisticated analytics to measure brand performances against competitors and to compare customers’ “stated” preferences versus their behavior “derived” preferences.

A comprehensive report of findings including banners, cross-tabs, and charts and graphs, sophisticated analytics depicted in diagrams and tables, a brand equity and brand positioning analysis. The recommendation was to keep the brands separate and distinct.  Based on Geo Strategy Partners’ analysis and recommendations, the client was able to strengthen both brands and their overall business model.