Four Polaris Brand Research Case Studies

Polaris Marketing Research has successfully applied qualitative and quantitative research techniques to a variety of brand research and measurement programs. 

Case Study: GSU Robinson College of Business

Situation: 

GSU’s Robinson College of Business needed to stand out to better compete for students in the Atlanta and Southeastern U.S. market. Further, the Robinson brand had to be inclusive of diverse current and future programs and directions.

Project Objectives: 

• To evaluate perceptions of the Robinson brand among students, alumni and the Atlanta business community
• To better understand how the Robinson brand fit within the overall GSU brand
• Find a distinct position for the school

Outcomes:

GSU Robinson College of Business enjoys a distinctly positive perception with the Atlanta business community, which benefits students and alumni alike. The position was communicated as “Practical Connections” and focused on both the pragmatic nature of the academic program at Robinson as well as the integration of the School in the Atlanta business community.

Case Study: Caboodles

Situation: 

The Caboodles team had developed a new identity for their brand and wanted to test it to determine how appealing it was to consumers.

Project Objectives: 

• To evaluate perceptions of the old logo and the new logo
• To better understand the Caboodles brand character
• To identify the optimal target market
• To test new marketing tactics including a Caboodles-girl character, contests and social media

Outcomes:

While the desired target market did not like the new logo over the old logo, Caboodles identified a potentially potent new target market in Tween Girls. The Caboodles-girl was not appealing, but contests and social media have become very important brand building elements.

Case Study: Doane College

Situation: 

This small, midwestern liberal arts college needed to reposition its brand to attract more students in an ultra-competitive market.

Project Objectives: 

• To evaluate perceptions of the Doane College brand with several audiences
• To focus the brand character and values on those most important to growing enrollment and funding
• To create a five-year plan for the brand and leave the Marketing Department with the tools needed for implementation

Outcomes:

Doane College’s brand focused on building the academic community and the College has successfully kept to that position with good results. Applications and enrollment have increased and alumni donations have remained stable. (Doane already had one of the highest alumni donor rates among private colleges at about 90%.) In the last few years, Doane has been highlighted by all of the national college ranking services.

Case Study: The Bozzuto Group

Situation:

Bozzuto is a leading single and multi-family home builder and manager in the Mid-Atlantic region.

Project Objectives: 

• Understand perceptions of the Bozzuto brand
• Determine whether the Bozzuto brand could take the place as a master brand
• If so, determine a compelling position that would work across diverse industries

Outcomes:

Qualitative and quantitative research with home-owners and renters, as well as qualitative research with key business partners, identified a common trait for the brand that would create a compelling distinction across diverse target markets and would allow Bozzuto to be the master brand for the company’s portfolio of businesses.

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