EUGENE Rebranding CostBenefit Analysis

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EUGENE - RebrandingCost-Benefit Analysis

• Magda Davila
• Isabelle Goes
• Anna Maria Levi
• Suvi-Maria Saarilehto

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Costs Associated with Re-branding

• Harmonization costs (sunk cost)
• Market research (sunk cost)
• Costs of creation of the pan-European brand with
  an outside agency
• Marketing research
• Media coverage
• Sensibilization for the final consumers
• New markets
• Widening the scope

3
Benefits of Re-branding

• Hard to detect
• Growth in market share for our customers and for
  the producers
• Greater visibility
• Sharing the costs with former labels
• Reducing the administration

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Financing Options

• Membership fee (cost of labeling)
• Co-branding
• Better visibility
• Consulting

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Conclusions

• Unified logo is a huge cost, but if the brand can
  be generated into a credible and truly
  pan-European one, the investment seems to be
  worthwhile.