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A Case Study on Brand Strategy & Identity – OCM: Turnaround For a Textile Brand

A brand with a strong heritage and dealer goodwill had lost significant ground in the face of a rapidly changing consumer and competitive environment. The brand needed to be re-invented across most aspects in order to unlock the brand’s true potential and rebuild enterprise value.

A full-fledged turnaround program was designed – which included brand equity assessment via consumer understanding, re-development of growth strategy and aligned to the market and competitive reality, re-positioning opportunities, communication strategy , brand identity and mix planning. The business case for brand equity building was also developed to arrive at the investment levels and 5 year ROI.

More importantly, a challenger brand approach led and directed the work – resulting in a previously unexplored, unconventional strategy with a real chance for marketplace success