Case Study:

Multiple markets global brand health study

Partnership approach, global program that informs each market’s brand management plans

The issue

APAL, a branded apple variety owned and licensed by an Apple and Pear Australia Limited (APAL) license the Pink Lady brand to growers and distributers around the globe. To drive growth and assist these local distributors, brand health research has been conducted annually each year.

What We did

Since 2017, Hall & Partners has conducted a brand health study across 8-10 markets globally.

This has involved mostly a quantitative survey in market, with some qualitative work conducted as the need has arisen. Hall & Partners has worked to ensure local market engagement with the brand health metrics by establishing strong relationships, holding upfront exchange of information sessions and priority market needs and delivering tailored reports that take both a global perspective and local market perspective. This enables the team at APAL to leverage marketing strategies across markets, knowing the local market insights but activating globally.

Markets include Thailand, Malaysia, Vietnam, Brazil, Chile, UAE, Saudi, New Zealand, South Africa, Kenya, USA and India.

The outcome

The local distributors have been able to work more effectively with retailers by identifying the drivers in their market that contribute to consumers buying Pink Lady apples and ensuring the retailers are up to speed with consumer sentiment and demand.

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