Retail company decides on whether to create a brand collaboration

Use the Remarkly App to assess what brand strategy to use for brand collaboration opportunities.

Understand if the collaboration will add value to your core brand, whether your core brand already has permissions in the area of the collaborator brand, and if there is a potential conflict.

You can also use the app to assess if two brands in your portfolio are complimentary and can be combined in for example a shopping environment.

Let's explore how

Hypothetical example:
Inspired an actual client issue
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Situation:

You are the brand manager for a sports retail group

You have an unrelated brand dominant sphere with many unrelated brands

You want to explore if you can combine two of your retail brands in the same shopping experience.

Can the company combine the two retail brands in the same shopping experience?

Approach:

The brand manager started a project in Remarkly and selected one of the two brands as the core brand and treated the other retail brand as a new innovation. Then they evaluated the brands across the five criteria to receive a recommendation.

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Understanding the Recommendation:

If the system recommends:

Core brand, the two brands could be combined but the brand selected as the core would dominate the shopping experience. Potentially this outcome would warrant a review of the positioning of both brands to determine if ongoing investment in the brand chosen as ‘innovation’ was justified.

Hybrid brand, the two brands complement each other, and combining them in a shopping experience could yield a positive spillover effect.

Related brand, the two brands could possibly be combined but the one selected as innovation would be dominant which might be difficult to manage.

Unrelated brands, the two brands should not be combined in a shopping experience. They would not contribute to each other’s positioning and sales.

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Outcome:

The result of the Remarkly analysis was an equally driven hybrid brand strategy recommendation, which meant that the brand manager could move forward with the combined shopping experience.

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Impact:

This way of using Remarkly projects is really creative and shows how versatile the system is. The brand manager received a recommendation in a few days which could then be further validated.