Brand Equity and Packaging Design Study for British American Tobacco

Challenge

One of the client’s brands was losing popularity due to an outdated packaging design. The main objective of the study was to identify which elements of the existing packaging were important and worth retaining in the redesign. Additionally, the study aimed to test new design concepts and assess how well they resonated with the brand’s loyal consumers.

Solution

A comprehensive research programme was conducted among the brand’s loyal consumers. Focus groups were used to identify the key design elements that held the greatest importance and conveyed the brand’s core values. Based on these insights, new design options were developed and tested through both qualitative and quantitative surveys. The new designs were evaluated not only by loyal consumers but also by consumers of competitor brands to gauge broader market appeal.

Impact

The study identified a winning design that stood out as a leader within the category. After its market launch, the brand successfully regained its lost market share and achieved additional growth, further strengthening its market position.

This project was conducted in Azerbaijan and Georgia, focusing on local consumer insights and brand perceptions. At Charles Booth, we provide market research and brand insights across the Caucasus and Central Asia,including Georgia, Azerbaijan, Uzbekistan, Kyrgyzstan, Tajikistan, and Kazakhstan. From packaging tests to brand perception studies, we help businesses make smarter decisions.

For RFQs or enquiries, email us at info@charlesbooth.com

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