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    Case Studies

    Capitalizing on the Equity of the Master/Sub-Brand Relationship

    Problem: A major technology firm wanted to understand the inter-relationship between the company's master brand and several of its sub-brands. Specifically, the firm wanted to take full advantage of the equity in these inter-relationships.

    Solution: MSI designed a large multinational, multi-brand, longitudinal investigation of the impact of the master brand on the sub-brands, and vice-versa. The study examined the lift in key messaging benefit perceptions when associations between the master and sub are known. Additionally, MSI built several models to determine the strength of the inter-relationships.

    Results: Based on the results of this investigation, the client designed a communications program that reinforced the linkage between the sub and the master brand.
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