Understanding brand portfolio and market positioning

The Need

A rapidly growing global broking provider needed greater understanding of how the business was positioned in the market place. Due to mergers and acquisitions, the business was operating under different names and brand identities across multiple geographies.

Our Approach

Opinium conducted a telephone-based research study with 600 existing and potential customers of the business.  We ensured a good coverage of customers and prospects across the business, region, levels of seniority and segment type.

The Outcome

Clear direction was given to the key stakeholders on where the brand sat within its competitive set,  and how to improve the brand positioning and engagement.

The results from this research, combined with internal research amongst employees, was used to support the company’s strategic initiatives and to optimise the strength of the brand.