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Establishing a sub-brand for skincare and researching the customer journey
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Background
A sub-brand was launched in the market from a brand that already had a certain share and recognition in a particular market, but it was necessary to form a consensus within the company about the extent to which the recognition and emotional value of the original brand and sub-brand should be separated.
Summary of Support
We analyzed the customer journeys of users of the main brand products, users of the sub-brand products, and users of both brands, and derived the optimal brand scenario.
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