Case Study: Illuminas achieves clearer sub-brand strategy insights with Greenbook

Illuminas uncovers sub-brand equity with Greenbook’s 200-response study

A multinational infrastructure software company, a client of Illuminas, faced a strategic challenge after acquiring multiple companies. They needed to determine the best corporate branding strategy for these acquisitions, specifically whether to affix the parent brand name to each sub-brand or allow them to retain their individual identities to better connect with their unique markets.

Illuminas implemented a quantitative online survey to measure brand health and the acquisition's impact. This research provided the client with a holistic understanding of their parent brand's strengths and weaknesses relative to the sub-brands. As a result, Illuminas's client gained the insights needed to restructure their entire corporate strategy for both current and future acquisitions.

Illuminas