Siemens

Client Situation

Siemens Canada awarded this project to Brand Matters through a competitive RFP process. Brand Matters was selected given its depth of knowledge and experience with both external and internal customer analysis. Siemens required input to their brand from both of these key perspectives in order to optimize their market positioning in Canada.

Brand Matters Recommendation

A comprehensive market research approach was developed based on the Brand Differentiation Model. Primary research was successfully conducted with both customers and employees, which enabled Brand Matters to identify the gaps Siemens had in customer focus and responsiveness as compared to the competitors. With the unique Brand Differentiation model Brand Matters placed the focus was on 1.) Internal Stakeholder analysis; and 3.) Customer Analysis. Given the lack of current direct competitors in the Canadian market, a ‘full competitive analysis’ was not suggested, however, additional insight was gained through a competitive mapping exercise as part of the brand research process. This process had Siemens develop a brand strategy that was credible, motivating and relevant to their target audiences – both employees and customers.

Client Verbatim

"At Siemens in Canada we believe in establishing brand reputation programs based on strategic information and feedback from our customers and employees. Working with Brand Matters has been a true win-win exercise for us. The Brand Matters analysis of our brand perception has provided us with an excellent benchmark. These results can be used to foster the necessary changes in our strategic communications - in fact the ball is rolling."
Dirk Miller, Director of Corporate Communications, Siemens Canada

Category of Business and Topics

B2B Market Research, Employee Research, Brand Differentiation Modeling, Brand Strategy Development, Internal Brand Analysis, Competitive Analysis, Marketing Communications Analysis.