Case Study: a branded direct response catalogue company strengthens brand strategy with Greenbook

a branded direct response catalogue company strengthens both brands with Greenbook’s brand equity analysis

The customer, a branded direct response catalogue company, faced a challenge after purchasing another firm: it needed to assess the brand equity of both companies across multiple verticals to decide whether to keep the brands separate or merge them. They engaged the vendor, Geo Strategy Partners, to conduct this research.

Geo Strategy Partners implemented a solution involving qualitative interviews and online quantitative research with various customer and stakeholder groups. Their analysis included sophisticated analytics to measure brand performance and compare stated versus derived preferences. The result was a comprehensive report that led to the recommendation to keep the brands separate. Based on this analysis from Geo Strategy Partners, the client was able to strengthen both brands and their overall business model.