Brand equity redefinition
Consumer goods & retail

Overhauling the brand positioning for a global consumer goods company


  • One of the major global brands of our client, a brand umbrella, had been lacking consistency among its sub-brands and over time, which was impacting its performance
  • The goal was to give the brand umbrella an original and legitimate positioning, and implement it across its sub-brands (i.e., reinforce its brand equity, the brand extra value)


Arthur D. Littleā€™s approach was based on 3 steps:

  • Reviewing the current brand identity (history and current attributes) and benchmarking it with its main competitors
  • Designing brand scenarios based on its most relevant and differentiating attributes
  • Selecting the best scenario and detailing both the brand platform and the key actions to implement it, as well as the main impact on the sub-brands


  • Arthur D. Little came up with an original, legitimate and sharp new brand positioning
  • The vision of the brand was unique and ambitious, the brand attributes were very precise, and a general short- and mid-term roadmap was proposed to implement the new positioning
  •  The CEO and teams have strongly supported and started to implement the new brand guidelines, which is now being transformed into
    • Identity guidelines
    • Product & packaging guidelines
    • Communication guidelines
    • Internal plan