Clairfield International consists of many strong professional corporate partners. A comprehensive brand analysis showed that Clairfield does not have a brand positioning issue but faces challenging brand architecture issues. We present all possible scenarios – from Branded House to House of Brands – and introduce the final, individual Clairfield brand architecture scenario at an international workshop.
A key task of brand positioning is to determine the future market and competitive position of a providers portfolio, in order to plan the efficient use of all marketing activities. Based on our brand positioning concept, we created a profile for Clairfield, defining relevant brand values, the brand core and a main brand promise. Working with Clairfield’s international management we held a workshop in Switzerland lasting several days to develop the future brand profile and an appropriate brand architecture for Clairfield International.
Senior Account Manager
Tel. +49 89 895622-0