This case study details the brand development strategy behind the launch of Kingspan's new company Benchmark. Kingspan wanted to expand by launching Benchmark, which would deliver inspirational architecture, but their previous brand image was high-quality 'sheds' - big, practical, high performance buildings. The new company had to have its own brand identity.
The delivery of the brand development strategy had to ensure the ideal positioning for the new company, and simultaneously transform the industry’s preconceptions about Kingspan.
This case study outlines the brand development strategy, delivered by IAS b2b Marketing, including details of the successful integrated communications campaign. The strategy ensured optimum results for Kingspan, including increased brand awareness and heightened SEO results.