Regional Brand Positioning Development

A venerable and much-loved family bread spread was looking to consolidate its global brand equity by achieving a robust re-alignment of the brand’s position across Asia while maintaining existing market-specific brand signifiers

Our Work

  • Macro trends shaping the nation’s mood and mind
  • Investigation and development of underlying brand pillars and market-specific signifiers via ‘Brand Dcode’ focus groups across three markets

The Outcome

Existing regional and market-specific brand equity was explored and potential new directions indicated

Based on these findings four new ‘brand pillars’ were created and presented as the basis of a new region-wide positioning that would be able to align with the global positioning of the brand

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