Brand Positioning

Brand Positioning

Identifying automotive brands to fuel strategic ties with a petroleum giant.


The Challenge

Our client , a customer innovation consultancy, asked us to identify which automotive brands represented the strongest fit with the brand positioning of a global petroleum giant. This understanding would be used to create and leverage strategic brand partnerships.

The Solution

Bonamy Finch designed and delivered an international research program to measure the personality profile of a range of fuel and car brands. We explored in detail the strength of ‘fit’ between those brands and the end client. From there we identified potential co-branding partnerships which would help evolve the brand towards its target positioning.

The Outcome

We took the research forward into a series of workshops with the client’s account managers to select brand partners and formulate implementation strategy. The client has redefined their relationships with car manufacturers as a result of our work.

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