Situation/Objective: A national retail chain has a variety of private label and/or house brands, but many have evolved ‘ad hoc’ over the years. The chain seeks clarity on establishing clearly differentiated brands along the lines of good, better, and best.
Action: 27 brands are presented via focus groups. To ensure getting through a large number of brands in a short time, participants are asked to choose their three favorite and three least favorite brands. Directed discussions reveal insights about the names and positive and negative thoughts, perceptions, and images and associated with them.
Results: The chain moves forward, with the reduced list of brand names, to conduct quantitative research to further refine the list of brands.