Case Study: Leading Apparel Manufacturing Company preserves brand equity and positioning with Blueocean Market Intelligence

Evaluating the feasibility for brand name change and its effect on positioning and awareness

Leading Apparel Manufacturing Company engaged Blueocean Market Intelligence to evaluate the feasibility of changing a product-line brand name. The challenge was to choose among three name options by assessing overall name preference, imagery associations, and estimating comparative potential sales; Blueocean applied its market intelligence/360 Discovery approach with perceptual mapping and concept testing to inform the decision.

Blueocean Market Intelligence measured Concept Potential (58), Purchase Intent (56), value score (3.4), Fit with product line (67), Pronunciation (62), Memorability (59), and top imagery associations (Relaxed 41%, Fun 43%, Approachable 27%), and used these insights to model likely outcomes. The analysis showed a name change would dilute existing equity, so the client retained the original brand name — a decision that preserved brand positioning and competitive standing while delivering clear, measurable market-intelligence and positioning insights.