Repositioning a Heritage Brand for a New Generation

A well-known regional chocolate brand was facing sharp decline across Southeast Asia. Once a success, it was losing relevance among younger consumers. The company needed to reposition the brand to stop the decline and re-establish market traction.

Acumen reworked the brand’s Customer Value Proposition through:

• A Brand Value Analysis to assess brand importance to both consumers and internal stakeholders
• Consumer deep dives to understand evolving attitudes, behaviors, and barriers to change
• Market and competitive mapping to clarify positioning gaps
• Concept testing to validate direction
• Development of the final Brand Positioning and Identity System

The turnaround was significant. The brand shifted from –47% decline to +25% revenue growth, proving the power of a refreshed proposition. Five years later, the brand’s revived equity contributed to its successful sale to a competitor company. The repositioning proved that with the right insight and clarity, even heritage brands can win in a modern market.