Branding Strategy for IACC; an International Maritime & Freight Transport Company


CID Consulting was approached by IACC, an international Maritime and Freight Transport Company to be able to better understand their current brands’ perceptions in the market and their market equity. The Company wished to create a sound brand with the desired positioning within the operating markets that can compete among the huge market players through building a solid branding strategy based on international standards.

The CID Response

CID embarked on building a solid brand structure for the group in line with the set strategy. To reach that objective CID mapped the company’s customer experience; to identify the customers’ current handlings with the company, challenges and generate insights accordingly. Furthermore, CID conducted a competitive review by mapping out key local and international competitors, auditing the versatile lines of business owned and bench-marking them against competition. The audit enabled CID to develop a Branding Strategy and tailored brand communication tactical program including all needed internal and external communication tools to complement the strategy. CID also managed the design of creative brand development.

The Result

The company now owns creative brands for 4 companies operating under the holding company, which unified and enhanced the overall image of the group. As a result of the communication tactics new business opportunities internationally emerged.