Case Study: Hertz Builds a Distinct Brand Portfolio with D'Rozario & Partners

Hertz revives three brands over 15 years with D'Rozario & Partners

The customer Hertz faced the challenge of needing to build a distinct portfolio strategy for its three brands: Hertz, Dollar, and Thrifty. The vendor, D'Rozario & Partners, was engaged to help transform these aging brands into three clearly defined and viable businesses.

D'Rozario & Partners developed a solution using new consumer segmentation to carve out a unique space for each brand. They brought this portfolio strategy to life across advertising, digital products, and facility design. As a result, D'Rozario & Partners successfully revived all three brands, giving each a distinct and clearly defined market position.

Hertz