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CASE STUDY | FMCG

Uncovering strength in brand equity


Leveraging ‘brand love’ to support sub-brands
THE ISSUE



The client wanted to understand the equity value of the master-brand and investigate what could be lent to the sub-brands in order to convert claimed ‘brand love’ into actual sales.

WHAT WE DID



Given that this master-brand was already the global market leader, analysis of master-brand engagement in a broader category context (i.e. all FMCG as opposed to just cereal) identified ‘integrity’ as a key lever to increase brand engagement.

THE OUTCOME



Bespoke H&P tracking findings were used to argue for increased marketing investment in the master-brand strategy.

We showed that a +4% increase in master-brand integrity would result in a 1-3% increase in sales for all product power-brands.