Regional Brand Positioning Development

Case studies

FOOD & BEVERAGE

Regional Brand Positioning Development

A venerable and much-loved family bread spread was looking to consolidate its global brand equity by achieving a robust re-alignment of the brand’s position across Asia while maintaining existing market-specificbrand signifiers

OUR WORK

Macro trends shaping the nation’s mood and mind
Investigation and development of underlying brand pillars and market-specific signifiers via ‘Brand Dcode’ focus groups across three markets

THE OUTCOME

Existing regional and market-specific brand equity was explored and potential new directions indicated

Based on these findings four new ‘brand pillars’ were created and presented as the basis of a new region-wide positioning that would be able to align with the global positioning of the brand

"Thanks again all for all your support over the last few weeks on this project. Now I'm home I can start to appreciate just how much we managed to do!
Especially, THANK YOU team for the de-briefs - so speedy! Lovely job on the report... We are thrilled with the results!"
- Client voice

All Food & Beverage

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Account Manager (Qualitative)

Account Manager is a mid-level client service role that entails responsibility for small to mid-size market research projects.

Responsibilities

Building and maintaining client relationships
Qualitative research project management
Respondent interviewing and moderation (depth interviews and focus groups)
Report writing and presentation
Starting to take a leader role within the business and mentoring others

Qualifications

University degree
Native or N1 level Japanese
5+ years experience in a market research agency
Interviewing and moderation experience

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SAORI HIRASAWA

Project Manager

Everyday at CarterJMRN is so different, and that’s why I enjoy working here. I always start my day by following my to-do list – though it’s rare that I can follow them precisely because there are always new projects and tasks. It is very important for us to keep up with the fast pace and be flexible. The best part of working here is learning. I am exposed to a wide range of industries which ensures that I am never bored. After working at CarterJMRN, I have come to see the world differently – even if it’s just the way I look at doing my shopping. For example, I closely observe clients’ products, competitors, layout of the shelving units, observing people’s behavior, etc.. We consider ourselves as a “partner” of our clients and work together with them. It requires a lot of effort to work in a team with very high professional standard, but it has been equally rewarding.