Before the launch of its rebranding exercise, the Client wanted to gauge reactions, perceptions and attitudes towards the proposed changes to the brand in order to identify it’s most ‘at risk’ consumers and to explore potential fallouts in market share. In addition, the study should provide feedback on various options for an advertising campaign.
Focus Group discussions were conducted amongst three key segments of consumers of the brand as follows:
- Brand Adorers – “it’s the only brand that they buy’ OR ‘its always the first brand they buy”
- Brand Adopters – ‘It’s one of their favourite brands, along with others’
- Brand Acceptors – ‘It’s a brand they buy but there are others they would consider before it’ OR ‘It’s not a brand they tend to buy but every now and again they buy it’
The findings of the study revealed that most consumers were emotionally attached to the brand name and label, and as a result any major change in either was undesirable. Bluedot recommended therefore that if the company intended to proceed with a name and label change, certain key features and symbols to which consumers exhibited the most emotional attachment should be incorporated. In addition, any advertisement used in the campaign to introduce the rebranded product to the market should clearly show the transition from ‘Old’ to ‘New’ and include images, words, phrases or narratives which will reassure consumers that without a doubt, the taste and the quality of the product will not change.