Rebranding Gallagher

Posted: 18 Feb 2012

See all articles by Rohit Deshpande

Rohit Deshpande

Harvard Business School - Marketing Unit

Keith Chi-ho Wong

Harvard Business School

Date Written: January 25, 2011

Abstract

Steve Tucker, the Deputy CEO of Gallagher Group Limited (GGL), the world's largest electric fence company, was about to present a new branding strategy to the company's senior managers and Bill Gallagher, Jr., CEO. After spending more than 18 months with brand consultants, Tucker devised an umbrella brand strategy that would instill a uniform brand across all three business units: Animal Management Systems, Security Management Systems, and Fuel Pumps, which marketed themselves under the respective brand names of Gallagher, Cardax, Powerfence, and PEC. However, Tucker knew that the unit heads believed the differences in their clienteles, product categories, and distributor relationships made it impractical to adopt one single brand. GGL's overseas distributors had also raised concerns about a uniform brand. In many cases, GGL only owned minority interests in these distributors and retained limited control over their activities.

Learning Objective: Managing international distributors; managing global branding.

Suggested Citation

Deshpande, Rohit and Wong, Keith Chi-ho, Rebranding Gallagher (January 25, 2011). Harvard Business School Marketing Unit Case No. 511-098. Available at SSRN: https://ssrn.com/abstract=2006643

Rohit Deshpande (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States
617-495-5449 (Phone)
617-496-5853 (Fax)

Keith Chi-ho Wong

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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