Medical Technology Brand Re-Naming Following Acquisition

A world-renowned medical device manufacturer has just acquired a well-known imaging company and is exploring branding options such that the new brand would not only be consistent with the parent brand but existing users would also be able to still identify with the new branding.

Assessment of users’ brand preference followed by exploring different brand naming options that users can identify with – both with the parent company and as a well-known standalone brand known of its quality imaging.

Besides presenting the research findings from the users, the local clients’ input of the local situation was also taken into account to help the global client understand the local context.