North American manufacturer acquires European company

A leading North American industrial manufacturer needed brand equity research to inform its acquisition strategy

The Challenge

Fast turnaround in multiple European markets

The manufacturer needed to assess the brand awareness of a manufacturing company operating in multiple European markets. This would be used to inform the price point for an acquisition offer. Given the speed of the acquisition process, the research needed to be completed in a short timeframe. The manufacturer needed a B2B market research agency experienced in manufacturing market research, and capable of gathering insights from niche audiences in the European market.

Our Approach

Multi-market brand equity study

Werk Insight, a B2B market research company, set out to provide a deep understanding of the market dynamics, competition and brand equity through a custom multi-market study.

We designed a multi-language multi-country quantitative study that kept the manufacturer anonymous. We conducted 400 telephone interviews with validated decision makers and distributors to determine the brand equity of the acquisition target in multiple European markets. The interviews were conducted in multiple languages, including French and German.

The research benchmarked these brand equity metrics with the competition. This highlighted key opportunities for the acquisition target’s growth in different markets and verticals. Based on the insights, we put together a report that outlined the target company’s value for money.

The Insight

A recommendation for acquisition strategy

The research was completed in a few weeks. It informed the industrial manufacturer about the target company’s brand equity and potential valuation. Based on the data, we gave a clear recommendation for whether to move ahead with the acquisition.