Detailed Analysis + Objectivity = Investment Clarity

Companies growing through mergers and acquisitions frequently find themselves challenged with overlapping or competing brands, channel conflicts, and conflicting internal views on where and how to invest in future brand marketing. Some brands may need to be repositioned, and others rationalized out of the portfolio. Having a third party evaluate the strength and market attractiveness of each brand permits senior management to objectively align the organization and its marketing investment behind brands most likely to realize the greatest long-term growth and value for the company.

The Bloodhound Group uses what is commonly known as the GE Grid and perceptual maps to visually show the status of product categories and brands within each category. Our analysis includes interviews with key management, review of syndicated and secondary industry research, existing proprietary research, and, in some cases we will design and conduct proprietary research for you to gain insight on key issues. Category and brand spreadsheets, including pro forma analyses are developed to support summary recommendations. Our process includes: