Revitalization of traditional brands


Initial situation

Our client is a global leader in manufacturing luxury components in the construction industry, and is in private equity ownership. The firm offers both high-performance products for special applications and also standard products for private households. However, due to many changes in ownership, location and strategy the firm’s public profile was rather vague. Market share fell continually as a result.


We supported our client in evaluating the market potential of its products in the various construction industry markets. Together we developed positioning proposals for the various traditional brands, which would lend them more distinct profiles again.


Today, our client’s brands are well positioned in the key markets of relevance to the firm. Confidence both in the firm and its products has been restored, and market shares are on the increase again.