Challenge: Following the acquisition of William A. Berry & Son by Suffolk Construction, the Berry name was still being used in the marketplace a year after the acquisition.

Objective: Suffolk wanted to understand the optimal naming strategy for the company, moving forward.

Solution: Plan-it partnered with Suffolk to conduct interviews among clients, engineers, and architects to understand the perceived equity of the Berry and Suffolk brand names, perceptions of the acquisition and reactions to potential naming strategies.

Result: Plan-it recommended a naming strategy that would clarify the parent brand while maintaining Berry’s contribution to the brand image, as perceived by the marketplace. This naming strategy was rolled out within a few months.