brand Case Study
Enhancing Market Share by Re-evaluating Brand Strategy
The Client's Situation
As a provider of payment services, our client needed to discover new opportunities to grow share given static performance.
While brand tracking results reflected a solid brand health score and highly competitive performance on most attributes, our client was looking for more insights to help establish a new strategy for the brand.
Our client’s market share had been static over the past 2 years, while a particular contender showed improvement on this metric. Our client had already developed an internal brand health model comprised of 4 metrics.
Approach + Solution
By contrasting the category vs. client-specific models, Phoenix uncovered that one of the pathways was only valid for our client, not the category.
Further, by overlaying payment preferences, Phoenix was able to establish this unique pathway was particularly relevant for online payments, presenting a unique opportunity given that online payments also garnered high customer value due to card “auto-linkages” to websites.
Their brand plan, which applied to the online payments space, spanned acceptance, partnerships, CRM and advertising initiatives.
Progress was tracked through the BrandPi tracking platform, with an eventual increase in our client’s overall brand health score and corresponding market share growth.