Corning - Corning

The Company
Corning is a world leader in innovative laboratory tools for researchers. The core technical competencies within Corning include polymer science, biochemistry and molecular biology, glass melting and forming, surface modification and characterization science.

The Task
Corning previously acquired Costar, a European manufacturer of laboratory supplies, and was considering consolidating the two brands under the Corning name. There was hesitance to eliminate the Costar brand because it was believed to have greater brand equity and awareness in Europe. Addison Whitney was contracted to conduct a brand equity study of the Corning and Costar brands in the U.S. and Europe to determine whether to keep or eliminate the Costar brand.

The Addison Whitney Solution

Brand Strategy
Addison Whitney conducted a survey of nearly 200 laboratory managers, research associate scientists and chief scientists in the U.S. and Europe to determine the current equity and awareness of the Corning and Costar brands, as well as key competitor brands. The survey also tested respondents' awareness of the relationship between Corning and Costar and the perceived differences between the brands. Addison Whitney found that both brands had a similar level of positive brand equity in the U.S. and Europe and determined there would be very little risk in changing the Costar brand to Corning. As a result, Corning was able to successfully transition the Costar brand to the Corning brand.