About this Case Study

This case study provides an example for technology companies seeking to rebrand or refine their market positioning. If you are in the technology sector, responsible for branding or product development, this case study is for you. This case study focused on identifying brand trust factors, evaluating service priorities, and aligning branding with customer needs.

Summary

CloudKey sought a strategic brand and positioning overhaul to support the launch of a new cloud platform. Through in-depth research, PositiveBrand provided critical insights on trustworthiness and service priorities that helped shape CloudKey’s service offerings and competitive positioning.

Here’s the Challenge

Global IP Network’s previous name suffered from negative connotations, and the company needed to rebrand to reflect its role as a reliable cloud service provider. The challenge was to identify a name that would build trust while aligning service offerings with customer needs, such as customization and 24/7 management.

Here’s the Idea

PositiveBrand designed a comprehensive research study to assess customer trust in potential brand names and determine which service features were most valued by prospective clients. This approach enabled CloudKey to identify names that could establish trust and position itself with services that would resonate with its target audience.

Here’s the Execution

We conducted a brand trust survey and a ranking of cloud service benefits. These efforts helped gauge both the perceived trustworthiness of brand names and the importance of features like customized infrastructure, managed services, and flexible pricing. “CloudKey” emerged as a top name for trust, while customized infrastructure was rated the most important feature among customers.