Branding strategy for a financial services corporate
- An international financial services power house was planning to enter Indian insurance market. It was a complex JV with multiple partners who had:
- Varying levels of financial expertise
- Varying regional strengths (most of the partners without a pan India presence) and
- Different equity stakes.
- A branding strategy was recommended based on international learnings, recent trends in Indian insurance industry and consumer perceptions of each partner.
- This lead to a re-evaluation of one of the JV partners.
Brand Equity Project for a large conglomerate
- Cogito worked with a large Indian conglomerate on re-evaluating and re-branding the group’s corporate identity
- The groups comprises of six large companies and over 14 companies which are subsidiaries or JVs with other partners
- The group was charting out a new growth path and therefore wished to develop a more cohesive and consistent brand identity
- The equity was arrived at on the basis of understanding the company’s core values and beliefs through extensive research with their employees, external equity with key stake holders including B2B customers, bankers, financial associates, prospective employee base (industry specific profiling), and other associates
- Cogito recommended a framework for the Brand Equity and a Structure for the Brand Architecture to enhance the perception of profile and stature of the group
Brand Positioning and Activation Strategy for a Retail Major
- A major player in the Departmental store business was facing a problem in terms of dropping ‘walk-ins’
- The client invited Cogito to undertake a project to understand the causes and suggest means of increasing the number of walk-ins
- Cogito undertook a study of the operations in detail, an extensive analysis of the client’s customer profile records, a competitive scan and extensive work with consumers
- Cogito recommended that the problem was not just in activation, but at the core of the brands positioning. As an early entrant the brand enjoyed initial excitement and preference, however, with the entry of several new players, the excitement had waned and the brand was not alluring enough
- Cogito accessed its international knowledge banks to look at retail brands in other countries
- On the basis of International learning, competitive brand maps, category dynamics, client audit and consumer research, Cogito developed an alternative positioning strategy for the brand
Brand Equity Strategy for a large Pharma company
- One of the world’s largest pharmaceutical companies has a specialized division which is an innovation and product quality leader
- However, the image and identity of this division has been overshadowed by the mother company’s image and equity
- This limits division’s ability to establish itself as an expert in its domain and create a leadership image in the categories that they are present in
- Cogito helped arrive at the Brand DNA and Equity of the division
