Project Details
The Magrabi Retail brand portfolio included a sub-endorsed brand, an independent brand and a branded house. However, this portfolio structure created a number of drawbacks. The lack of synergy between brands also led to the dilution of management resources, marketing spend and weaker economies of scale.
How Did We Help
We adopted a dual portfolio mix strategy based on a leading branded house (Magrabi) with sub-brands and one strong niche brand to be directly endorsed by the Magrabi name.
Through this new strategy, association with the Magrabi name brings the quality seal of approval to the company’s sub-brands while leveraging existing brand equity. In addition, the essence of the Magrabi brand is retained but with added flexibility, enabling the Magrabi name to be expressed in a range of different personalities.