Keysight: Building Equity In A Strong Corporate Brand

January 1st, 2018

Summary

Keysight wanted its brand to convey to the marketplace that it was a leader in high-performance electronic design and measurement. Early in the process, the Keysight brand team conducted a brand perception study to establish a baseline of brand awareness and understanding of brand by key audiences. A brand council performed numerous important tasks under sponsorship of the senior VP of marketing. In this case study, we describe how Keysight created a strong master brand and unified a large number of product brands into logical categories aligned with strategic growth themes to help drive greater perceived value for the company.

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