Brand Positioning and Perception Research: Ensure your brand is hitting the right notes with your target audience

GEALAN is one of the leading suppliers of window profiles in Germany and Europe. The company supports its customers with innovative solutions and excellent services, not only concerning the product, but also through helpful information materials.

To ensure GEALAN’s marketing communications were continuing to build and maintain their strong position in the market, they commissioned a market research study with the aim of creating more differentiated customer communications and services that could meet the needs of both direct and end customers.

GEALAN placed particular importance on mapping as accurate a perception of the brand in the market as possible to identify opportunities for further development.

Our client, a leading manufacturer of industrial and medical protection solutions, wanted to expand its product range into the life sciences market and sell protective equipment for use in environments such as clean rooms, where pharmaceuticals are produced.

In order to support the portfolio expansion, the manufacturer had recently acquired a brand, which was strong in this space. However, the image of the acquired brand was very different from the manufacturer’s image. Therefore, our client needed to determine how to properly align all the brands under its portfolio while still highlighting each brands’ individual strengths.

Our client is one of the largest chemical organizations in the world. It had a professional services division aimed at providing HSE training and consultancy to large chemical and manufacturing sites globally.

The parent brand had received some negative press, and this was indirectly affecting its Professional Services division.

In response to this, the Professional Services division planned to separate from the parent brand and establish itself as an independent company. Research was required to inform this brand launch, and to understand how to make this change without significantly impacting its customer base.

Our client is an organization that specializes in creating bespoke integrated technology solutions. The application of its core capabilities resulted in the creation of three distinct business units.

The client had the commercial objective of creating a single brand, by bringing together the three distinct business units into one organization.

The challenge was that each of the business units had its own customer base, brand identity and competitive set. Any change to the brand needed to be managed carefully to ensure the customer base was not affected.