Product Brand Change for Professional Association

Impact of brand name change on sales.

Business Challenge

The institution produces a set of industry regulations which are used by virtually all UK electricians and has done so under the same brand named for many years. The institution wished to establish the impact on sales of a change of brand name for the regulations and supporting material.

Solution

A combination of over 700 online interviews and 250 CATI interviews with electricians and electrical contacting organisations using a questionnaire that took 10 minutes to complete.

Results

The findings identified the most appropriate brand name(s) to use for the regulations and supporting material together with the impact on sales of the proposed changes. The insight enabled the institution to finalise a brand policy it has been implementing for 4 years.

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