REFOCUS: BRAND RESTRUCTURING
Brand restructuring as a bold growth venture
We condense brand conglomerates onto the core brands that carry the performance of the business model.
REFOCUS
condenses brand conglomerates onto the core brands that carry the performance of your business model and create growth. This condensation contains a double leverage: it lowers costs and at the same time secures the market position. In transformations and transactions, for example after takeovers and strategic shifts, it becomes a competitive advantage.
REFOCUS
uses the restructuring of brands to raise enterprise value. Companies benefit from it, just as M&A advisors and restructurers who want to fully realise the M&A value drivers. Brand detox is our method for this.
Personal references
Our services for brand restructuring
REFOCUS covers four offerings for different restructuring situations.
Brand opinion
Our opinion quantifies the potential a restructuring releases. The opinion integrates smoothly into commercial due diligence.
Decision workshops
Brands are too rarely decided on a sound basis. This decision gap costs growth. We close this gap in workshops with top management, sales and marketing.
Brand consolidation
We rearrange the brand lines, brand family and brand portfolio, and reduce their complexity.
The brand opinion has shown at which level a consolidation is needed. In restructuring concepts, this approach is established for IDW S6.
Brand integration
We bring brands together in mergers, acquisitions and transformations, as well as for brands that have grown autonomous (such as employer brands).
In M&A processes we deliver the decision basis for three options: lead both brands, lead one brand, or create a new one. For the migration we set a phased approach.
From our consultancy experience
We have led brand restructurings in mergers, transformations, restructurings and carve-outs.
From that practice our brand detox method emerged: a proven approach that condenses a brand conglomerate onto its core brands. Brand detox applies to acquisitions and transformations as well as to disclosure-relevant brands such as employer brands.
In M&A processes we offer the decision basis on the options: keep both brands, lead one brand, build a new one. For the migration we set a phase model.
Our industry experience: timber industry, food and beverage, medical technology, personnel services, telecommunications.
Our methods
Brand detox
Built on one principle: the performance of a brand portfolio grows not with the number of its brands and sub-brands, but with their strength.
Delta brand value
Quantifies the value uplift a restructuring releases. This potential also influences the price of a transaction.
Carve-out brand strategy
Continues the brand of a divested unit, translates it or rebuilds it.
Demand-space strategy
Assigns each product brand to a demand level. Brands that cannibalise each other are consolidated.
1
Assessment of brand portfolio
We assess the brand portfolio and use the delta method to quantify the value uplift of a condensation. The opinion shows at which level consolidation should start.
2
Decision on brand questions
With top management, business development, sales and marketing we take the brand decisions that otherwise stay open. We decide deliberately and faster than in usual brand projects.
3
Restructuring of brand portfolio
We condense the portfolio onto the core brands and clarify which brands stay, which merge and which are discontinued. Brand restructuring is structurally compatible with restructuring concepts such as IDW S6, IDW S11 and StaRUG. The same applies internationally, from Independent Business Review (IBR) and Chapter 11 in the USA to procédure de sauvegarde in France.
4
Migration management
We bring the brands together structurally, programmatically and visually, and steer the migration through a phase model. Where brands stay independent, we visibly align them with the core brand.
More services
Make a brand decision today.
Write us a message via the contact form or book a conversation directly.
Brand RE Markenberatung GmbH
+49 172 544 1262
kontakt@brand.re
Frequently asked about REFOCUS
What is Brand Detox?
Brand Detox is our method for brand restructuring. It condenses an overloaded brand portfolio onto the core brands. Fewer brands, lower costs, more impact.
How does brand restructuring differ from brand consolidation?
Brand restructuring is the umbrella term. It reorders the brand family and the brand portfolio. Consolidation, integration and transformation belong to it. Brand consolidation is the most common form. It brings brands together and reduces their number.
When does Brand Detox pay off?
Brand Detox pays off in restructuring and ahead of a sale. It fits in entrepreneurial transformations. It fits in strategic realignments. Rising marketing costs with falling impact are reason enough on their own.
How quickly does brand restructuring take effect?
First savings show up within three to six months. They affect agency fees, media budgets and marketing personnel. Over twelve to twenty-four months market shares and earnings rise.