Investigating what drives brand preference among professionals
GN Hearing was working on establishing a new brand architecture and strategy for their core brands which had be implemented globally. Part of this was to develop clear and distinct brand positions to ensure they supplement each other in the best possible way and avoid cannibalization, conflicts or global misalignments.
In-depth customer immersion sessions with B2B customers and non-customers where conducted in Asia, Europe and the USA in order to understand cultural differences in attitudes and perceptions as well as to identify how the brands have to be shaped to ensure successful long-term brand growth.
Insights on general needs and challenges of the B2B target as well as insights on the current brand positionings were gained. Arising potential areas of opportunities were paired with clear recommendations on how to build the overall brand architecture as well as individual brands ensuring the organization could act on the research results.