CDMO Requests Brand Performance Review Amid Merger

A fully integrated Contract Development and Manufacturing Organization (CDMO) merged with a company with overlapping capabilities and requested that Kineticos support their rebranding strategy. The sponsor needed to understand the existing performance of each brand across service offerings and geographies so that they could maintain optimal brand strength during the rebranding process.

Kineticos developed and launched two customized studies for each company’s respective customer base. Each study intended to understand how customers perceived each brand as it related to:

• General awareness
• Strengths
• Weaknesses
• Brand performed compared to competitors.

To provide a more comprehensive understanding of overall brand strength, Kineticos also developed internal brand perception studies for key stakeholders from each company to submit.

• Two customized studies for each company’s customers
• Internal brand perception studies for key stakeholders from each company

Kineticos efficiently recruited a statistically significant sample for each study and provided the sponsor with an in-depth analysis of each brand’s overall strength. The sponsor leveraged the data to determine which components of each brand to retain and which elements to eliminate.