Re-branding
Background: the client has a dozen subbrands under 3 main umbrella brands. Only 1 brand is an exception, does not belonging to any of these umbrellas. The sales of this is insufficient, partly because of any umbrella communication has no effect on it.
Issue: give arguments to the brand manager, that his rebranding decision is correct, namely this brand can be a good one within that umbrella (extend the meaning of the umbrella; do not cannibalize the other products within this umbrella).
Tools applied:
KPIs (to see what is happening on the market, getting a basic picture)
Duplication and Gain & Loss to see the cross-usage and competitive position of the brand with the other brands of the umbrella
