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Evaluating the brand portfolio (brands and lines) in terms of turnover, profitability and product performance incl. market opportunities.
Brand positioning: within the market or competitive environment and within your own multiple-brand business.
Redesigning centralised and decentralised structures within the company managing change.
Avoiding duplication of structures in your service functions e.g. customer service, product and procurement functions, etc.
Managing complexities by means of: standardisation, system support (IT), synergies as well as avoidance of complexities.
Anyone offering multiple brands under one roof today faces the challenge of positioning differing brand concepts on the market and driving sales, and of exploiting internal synergies to best effect. At detail level, this means managing centralised or decentralised operating units, shaping an intelligent sales management regime in new and existing markets, and ensuring uniformity of key processes, to name a few but critical areas.
The requirements posed by the brand, the market and marketing represent the challenge here, the idea being to ensure they are fully catered for within lean internal processes and powerful IT tools which are then put in place and "ground in" in partnership with your employees.
With the exception of the two areas of Design and brand DNA, we can apply our expertise to offer you comprehensive assistance with all other issues surrounding brands, sales and multiple-brand management.