Affymetrix, Inc. is engaged in the development, manufacture, sale and service of consumables and systems for genetic analysis in the life sciences and clinical healthcare markets. The markets for the company’s products include all aspects of molecular biology research in the life sciences, including basic human disease research, genetic analysis, pharmaceutical drug discovery and development, pharmacogenomics, toxicogenomics and molecular diagnostics.
Affymetrix approached Addison Whitney with a need to develop a cohesive and intuitive brand architecture
and nomenclature strategy. Specifically, Affymetrix wanted to understand the market's perceptions of its GeneChip brand in order to determine the most appropriate role the sub-brand should play in the brand architecture
. Affymetrix was particularly concerned with the GeneChip name becoming a generic term in the marketplace, the brand losing association with the Affymetrix master brand and aligning the existing hierarchical levels within the brand portfolio.
The Addison Whitney Solution
Addison Whitney completed a brand equity assessment of the GeneChip brand and baselined the current Affymetrix portfolio. Based on internal and external research findings, Addison Whitney developed a new brand portfolio strategy to heighten awareness of GeneChip as an Affymetrix Solution brand. Guidelines were created to ensure consistent representation of the brand. Addison Whitney also created nomenclature guidelines for existing and future products of Affymetrix.
Affymetrix is experiencing greater efficiencies both internally and externally. Internally, the standards and guidelines dictate how to manage the portfolio, when to introduce or eliminate brands, and how to name them. Externally, due to the logical and consistent strategy, Affymetrix is gaining higher brand awareness and recognition.
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