Discovering ways to distinguish brands in a competitive global market place
Determine ways to leverage Barilla’s Italian heritage
Create a competitively strong brand repositioning for the US market
This study’s objectives led us to the creation of a multi-layered research design among American consumers who appreciate Italian food and culture:
Current brand repositioning reflects QualiData’s advice to define Barilla as “the authority” on Italy’s authentic regional cuisines. Branding is now reinforced by Barilla’s print and online media marketing.
Learn more: "What does Italian Mean to You?" (pdf)
Understand White Castle’s core brand equity and recommend a strategy for updating its brand image and menus.
Advertising campaigns were created to reflect customers’ image and emotional connections to the brand as indulgent and quirky.
White Castle began using the terms “slider” and “crave” in its brand communications after our research uncovered widespread use of this brand-specific slang.
Discovery of emerging consumer preferences for hot and spicy flavors led to menu expansion, including the now very popular White Castle Jalapeno Cheeseburger.