A global rebranding study was designed to help bring a singular brand strategy to bring 10+ disparate brands under single, unified US brand.


A large international retail company wanted to consolidate 10+ disparate brands acquired through years of acquisition. Each brand had a different brand name, brand image, target customer.


Qualitative and quantitative research was designed to optimize brand needs as well as research protocols in each country. Standard US research protocols are not necessarily customary in every country.


Some brands were more similar than originally thought. Rebranding to the flagship brand was an easier journey. Several brands were even more different than originally thought. The first step to rebranding was the discovery of how the brand images, culture, and populations differed. A strategic vision was created with specific steps to help speed the rebranding and ensure a successful transition.