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Home Case Study: Information Technology & Software

Informing the Repositioning of a CRM Brand

  • Challenge
  • Approach
  • Result

Challenge

A hotel revenue management software sought to benchmark and track awareness and perceptions of their brand versus competitors to inform and assess brand repositioning.

Approach

We fielded a 15-minute online tracking survey among 200 hotel revenue managers in the US and EU5, including key brand performance indicators such as unaided awareness, consideration, and usage.

Result

The benchmark research pinpointed the brand’s current position in the market landscape as well as identified key opportunities for business development, target segments for focusing growth efforts, and areas to inoculate against competitors.

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