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Corporate positioning & brand systems

Let your brand support your business objectives

Stand out in a crowded market

In a dynamic business environment, constantly evaluating whether your company is positioned correctly is crucial to winning market share.

Many companies struggle to look beyond spreadsheets when facing challenges such as:

  • Diversification into new markets or product categories
  • Brand or company mergers & acquisitions
  • Changing market dynamics like new competitive threats or changing customer demand

In our experience, these events actually provide an excellent opportunity to evaluate how well you are positioned and whether your brand system is living up to its market potential.

Kunde & Co has more than 25 years’ experience and has been engaged in over 200 projects within corporate positioning and brand systems. In the process, we always undergo a rigorous analysis of the industry, company and its customers.

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Danfoss

New international brand position

Kunde & Co has helped Danfoss develop a coherent, consistent and strong position and history that helps form the foundation for Danfoss’ global growth strategy. After more than a year of development, Danfoss launches its new brand platform, ENGINEERING TOMORROW, on a global scale.

Read more about the case

Danfoss

New international brand position

Corporate positioning

Many companies face rising competition from a new breed of players and also from changing customer behaviour. Despite this, they set ambitious expansion plans and growth targets, and rarely adjust their positioning.

By utilising our proven methodology, we help companies evaluate their current position and advise them on how to stay relevant and differentiated for years to come.

 

 

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Beierholm

A strong profile results in the industry’s best image

Beierholm’s market position was determined after a comprehensive analysis and strategy project. Following this, Kunde & Co in collaboration with Beierholm, developed a new creative universe and communication elements to secure the company’s position and further enhance its image in the industry.

Beierholm

A strong profile results in the industry’s best image

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Kongsberg Oil & Gas

An integrated profile

Kunde & Co worked with Kongsberg Oil & Gas to create a communication foundation that would unify newly acquired companies and a fragmented portfolio. The project included the development of a mutual story and brand platform, the launch of social channels, a restructuring of the website and a corporate film.

Kongsberg Oil & Gas

An integrated profile

Brand mergers

Merging two or more companies, their cultures, business strategies and brand portfolios, is an overwhelming task. The easy choice is to let the brands operate independently, but this can compromise synergies and marketing efficiency.

We help companies understand their culture, customers and market, map the brand portfolio and define the optimal brand strategy. We also offer support with employee onboarding and external brand launches.

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Brand system analysis and strategy

Companies with a wide range of brands are often challenged to develop the optimal brand portfolio in order to release synergies and maximise market potential.

We are seasoned in mapping target group preferences, trends and competitor offerings. This allows us to advise on creating the optimal brand portfolio and hierarchy.

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TA Hydronics

Three brands become one power brand

Kunde & Co's task was to unify three strong brands under one corporate super brand, TA Hydronics, to take a leap forward in capturing the leading position in the HVAC market.

TA Hydronics

Three brands become one power brand

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Christian Brandstrup

Partner
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