I S U R U S M A R K E T R E S E A R C H A N D C O N S U L T I N G Case Study: Consumer Umbrella Brand Management 1. Identifying the issue A client in the specialty cleaners market needed assistance in refining its overall brand architecture. Over the decades the client’s portfolio of products had grown primarily through acquisitions. After acquisitions the client had typically maintained the acquired brand’s identity. This eventuall

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