Is brand image undermining future commercial performance?

Challenge

Husqvarna Group is a world-leading producer of outdoor power products including chainsaws, trimmers, robotic lawn mowers, garden tractors, and garden watering products. Having established a global consumer segmentation (also with Bonamy Finch) in 2013, Husqvarna Group tasked Bonamy Finch with establishing a programme to measure the effectiveness of the Group brand strategy.

Solution

A structured research programme to monitor the brand health of Husqvarna, Gardena, McCulloch and Poulan PRO. Simple survey design with clear focus on brand KPIs and brand image attributes tailored to each brand. Structured by product category to align with brand and category teams, the research runs annually in 9 countries using an online survey.

Result

In a multi-dimensional corporation, the learnings have already been taken into both regional and central brand marketing plans, category teams and individual country planning forums. The CEO is also a key advocate. The first reports were published in summer 2015, supported with workshops. Further implementation in the form of multi-media summaries is now being planned.

The learning have helped us hugely understand our brand strengths. We have seen both new opportunities and we have had to challenge some existing beliefs.

Linda NealGlobal Consumer Insight Director. Husqvarna AB