Introducing a brand in North America.
Background / Challenge
Villeroy & Boch is a 265-year-old company headquartered in Germany; world-famous for its upscale dinnerware. Yet the majority of its revenue is generated through its bath and wellness division. Having acquired one of our clients in the bath category (St. Thomas Creations), the company sought to expand its global presence with the introduction of its Villeroy & Boch products into the U.S. marketplace. This two-brand approach required significant strategic attention and brand management to ensure a proper introduction.
Product and corporate brand positioning is critical when introducing a brand into the crowded, established and highly competitive market of professional kitchen and bath showrooms. Although the Villeroy & Boch brand has been clearly defined by global headquarters, cultural refinement was required to properly express its brand essence in the U.S. market. In addition, the brand needed to be positioned as complementary to the existing St. Thomas Creations brand.
Through corporate workshops, channel research, industry and consumer insights, BrandingBusiness developed a brand positioning strategy for Villeroy & Boch that fit within the global brand guidelines yet represented a sustainable niche in the US marketplace. We developed new visual and verbal identity to convey the brand promise across all forms of showroom, advertising, collateral and online communications.