Computer Power Group: Designing Brand Architecture (2000) Harvard Business School Case (Fournier and Wojnicki)
Computer Power Group (CPG), an Australian-based consulting, education, and staffing placement firm in the IT industry, is contemplating a brand architecture capable of structuring its eight branded business units. CEO Peter James is particularly curious about whether a corporate brand is needed to unify the businesses. Extensive consumer research is conducted to inform the branding initiative, providing insight into the meanings of each of the sub-brands in key stakeholders’ minds. The architecture solution must consider not only brand meanings and associations, but market performance and brand stewardship concerns as well. A pending merger with U.S.-based Interim Technology further complicates the task.