Challenging the own-brand strategy

Our client has created several Own-Brands to support its market expansion and strengthen its business model. It now wants to stabilise its organisation and implement a simple and rational method to evaluate the relevance of its current brands and its development opportunities.

We have challenged each Brand to have an attractive and consistent portfolio

We conducted an extensive benchmarking of competing brands and players throughout the value chain and identified the main customer benefits.
We used a simple evaluation tool based on financial, technical, commercial and organisational criteria to measure each brand’s attractiveness.
We supported our client make decisions concerning the creation, integration, withdrawal, or review of each brand/opportunity.