Defining the Brand architecture of the different group entities of Nordic
Our team of consultants helped Nordic structure the different brands within their group to increase cross-selling between the brands.
Nordic organizes authentic trips to different destinations in Northern Europe, during summer and winter. Their promise is that travelers will discover unknown places, far from the crowds and off the beaten track. Nordic was founded in 1980 as a one-man business focusing on travel in Norway. From 2008, new destinations were gradually added to the offer. In Belgium, Nordic is considered the reference for Scandinavian travel.
Nordic has different brands in its group and needed to know how to structure these different brands within the group.
Most customer were indeed not aware of the sister brands. We wanted to take up this challenge to help them clarify their positioning.
The objectives of this structuring were three-fold:
- Increasing cross-selling between sister-companies
- Ensure that the key USP which they all had in common was safeguarded
- Enable future growth perspectives
To do this, we assessed the context through research, interviews and workshops.
- Based on the research we conducted, we assessed different brand architecture options with their pros and cons and decided on the hybrid model.
- We then aligned the brand strategy and structure ready to implement in the market (based on defined decision criteria, data & insights).
- The next step was to do a brand positioning definition including the brand identity and competitive analytics.
- Lastly, we gave the client go-to-market recommendations by customer segment, touchpoints and channels.