Case Studies:
Bayer Pharmaceuticals | Case Corporation | Nissan Motor Company | Symantec

the client: Symantec

the need: Brand Research


the solution:

Symantec Corporation retained BrandClarity to conduct a Global Equity Study on several of its key brands. Brands to be assessed in the study included the parent Symantec corporate brand, ACT!, Norton, PCAnywhere and Mobile Essentials. The objective of this study was two-fold: (a) to assess the equity of each brand and (b) to evaluate the relationship between the Symantec corporate brand and its individual brands. Extensive market research revealed strong equity for each of the individual product brands; however, Symantec itself held marginal market equity with only a limited degree of correlation between the company and its product brands. BrandClarity’s findings indicated the need to develop a strategic program to increase the equity of the Symantec brand and to develop a cohesive link between the parent corporation and its product brands.