KiMs’ Brand Architecture and Stretch Strategy

How we helped Orkla in defining the brand architecture for KiMs and the brand roles in its portfolio. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.

KiMs - The Market Leader in Snacking

KiMs has a solidified position as a beloved brand and the leading player in the Danish snacking market, boasting iconic products like Snack Chips, Ostepops and Jørgens Favoritmix.

However, to secure a successful future, it is crucial to define the ideal brand architecture for KiMs. This entails identifying which new innovations and existing brands should be part of the KiMs Masterbrand's portfolio, while also determining the products that could benefit from a less strong association with KiMs, serving as endorsed or stand-alone brands.

An Ideal Brand Architecture for KiMs

When Orkla approached us for assistance in defining KiMs' brand architecture, we embarked on a thorough examination of the Danish snacking category, understanding the consumer profile within the segment, and looking at the ten primary motivations for snacking.

Drawing upon these insights and taking into consideration the existing KiMs Brand Stamp, we developed comprehensive Brand Architecture for KiMs and its complete product portfolio.

Additionally, we established the specific brand architecture roles for each of KiMs' products, thereby determining the optimal degree of brand stretch within the KiMs architecture.

This strategic approach provided KiMs with a robust framework for launching new innovations and products, as well as offering clarity on the role of each brand and product line within the overarching architecture.

With a well-defined brand strategy, KiMs is poised to embrace future opportunities and strengthen its position as the go-to snacking choice in Denmark.

Strategisk branding konsulent. bedste til strategi i København. brandstrategi. Strategisk branding konsulent. bedste til strategi i København. brandstrategi.