Knowit needs to continuously develop its offering and its positioning to maintain its presence on a dynamic market.In order to make the brand identity relevant, Knowit’s business areas need to have their own subsidiary brands and their own place in the brand structure. The goal is maximizing the ability of Knowit’s business areas to:
– Reach new strategic customer segments (top managers, market managers, etc.).
– Be differentiated for clients.
– Actively contribute to buying on own merits.
The strategy for the brand structure is therefore a strong brand name (Knowit) with subsidiary brands (Knowit Experience, Knowit Insight and Knowit Solutions), where the mother brand (Knowit) is the association that serves to drive purchases.
The strategy is based on
– That each business area has limited opportunities to build a relevant brand without the power of a strong central Knowit brand.
– That each business area should contribute to building Knowit’s overall brand.
– That the combination of different skills creates a unique position, which needs to be clarified visually.