Media conglomerate decides how to position acquired brand in portfolio

Developing an informed brand strategy is often crucial for the successful integration of an acquired brand into a brand portfolio.

Where before you might have engaged an agency to help you explore and analyze the options, Remarkly’s AI-powered platform provides immediate recommendations using a consistent, proven framework on which teams from both companies can collaborate.

Typically, managers receive a brief with information on the acquired brand, including its characteristics, performance data, and target audience. The manager's task is to determine how to brand the acquired brand: should they keep the acquired brand, create an association with their core brand, or migrate it completely?

To find out, the manager can create a brand project in Remarkly and evaluate various aspects of the acquired brand: ownership, strategic importance, brand risk, brand fit, and value-add. Based on their input, the AI-assisted system will provide an immediate recommendation and a rationale for how to proceed. The brand manager would not only have the recommendation but a strategically sound starting point for discussing the change with his/her counterpart at the acquired company.

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Let's explore how

Hypothetical example:
Inspired an actual client issue
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Situation:

You are the Brand Director for a media conglomerate

You have an unrelated dominant brand portfolio

Your company has just acquired a fast growing media company with a strong millennial following.

Your CEO has asked you for your recommendation on how to position the brand within your portfolio.

The brand manager for the acquired brand strongly believes that the brand needs to stay unrelated to your brand.

You see an opportunity to invigorate your core brand through association with the acquired brand.

How should I integrate this newly acquired brand into my portfolio?

Approach:

Log into the Remarkly app and complete the brand acquisition brand project.

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Understanding the Results:

If the system recommends:

core brand, there is no independent value in the acquired brand and you will gain the most by transitioning it to your brand.

unrelated brand, there is no fit with your core brand, and forcing an association will damage the acquired brand as well as perhaps your own brand.

hybrid or related brand, there is an opportunity to build value in your core brand through association with the acquired brand.

Outcome:

The system recommended related brand, which meant that the Brand Director was correct in the assumption that it would be possible to deploy the acquisition towards building new equity in the core brand. The next step would be to agree on a detailed transitioning plan for the acquired brand and set up a design solution for linking them.

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Impact:

With Remarkly, you receive an immediate recommendation and a data-driven rationale for how to proceed which you an easily share with colleagues.