Building brand equity for France’s favourite fromage

The Boursin brand is all about the senses at the moment of consumption. So it stands to reason that the brand needs to provide a sensory experience at every touchpoint in the marketing mix.

But to do this, all brand guardians across the company need to recognise the essence of the brand. BEL asked us to dive into the architecture of the brand and understand the contribution of each of its products to the brand’s equity. And to help the team come up with a definition of that equity.

The work has equipped the Boursin team with what they need to plan their next steps and brand is now ready for a sensory-led symphony to begin.

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