Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the planet 's biggest electric fence firm, was about to present a fresh branding strategy to the business 's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand advisers, Tucker formulated an umbrella brand strategy that would instill a uniform brand across all three business units: Animal Management Systems, Security Management Systems, and Fuel Pumps, which promoted themselves under the individual brand names of Gallagher, Cardax, Powerfence, and PEC. Yet, Tucker knew the unit heads considered the differences within their clienteles, merchandise classes, and vendor relationships made it impractical to adopt one single brand. GGL's foreign vendors had also raised concerns about a uniform brand. In many cases, GGL only possessed minority interests in these vendors and kept limited control over their activities.
Rebranding Gallagher Case Study Solution
PUBLICATION DATE: January 25, 2011 PRODUCT #: 511098-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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