Trimble wanted to be recognized as an end-to-end construction technology leader, but its brand equity and message resonance varied widely across markets and professional audiences after years of growth by acquisition. Vivaldi Group ran a global brand equity and messaging study across 10 markets and 14 audience segments along the construction lifecycle. The results showed where the brand was strong, where it had gaps and what each audience responded to, giving Trimble the evidence to refine its positioning and messaging.
Trimble's brand equity was not yet matching its ambition to be an end-to-end construction technology leader. Awareness, perception and message resonance varied widely across markets and professional audiences, which limited marketing effectiveness for a company that had grown through acquisitions.
Vivaldi ran a global brand equity and messaging study across 10 markets and 14 distinct audience segments along the construction lifecycle, designed to surface brand image gaps, identify regional differentiators and test which messages resonated with each audience.
The study gave Trimble clear visibility into where its brand was strongest, where gaps existed and which messages worked for each segment. Trimble used it to refine its brand positioning and messaging strategy.
| Client | Trimble Inc. |
|---|---|
| Industry | Construction and geospatial technology, B2B |
| Coverage | 10 markets, 14 audience segments across the construction lifecycle |
| Vivaldi scope | Global brand equity study, brand image gap analysis, regional differentiators, message testing, research and insights |
| Outcome | Refined brand positioning and messaging strategy built on evidence by market and segment |
Trimble had grown substantially through acquisitions into a company serving almost every stage of construction, from surveyors and contractors to civil engineers and infrastructure managers. Its ambition was to be seen as the end-to-end construction technology leader.
Its brand had not caught up. Awareness, perception and message resonance varied significantly from market to market and from one professional audience to another, which made it harder to build a coherent global identity and reduced the return on marketing investment.
Vivaldi designed a global brand equity and messaging study covering 10 markets and 14 distinct audience segments across the construction lifecycle. Each segment was treated on its own terms, so the research could show how different professionals saw Trimble and what mattered to them.
The study had three jobs: surface brand image gaps, identify the differentiators that mattered in each region, and test which messages resonated with each audience. Vivaldi’s guide on how to measure brand equity covers the methods behind work like this.
For the B2B side of the approach, see Vivaldi’s B2B brand strategy framework.
Trimble, the $3.7 billion construction and geospatial technology company, engaged Vivaldi to address brand equity that was not yet matching its commercial ambition as an end-to-end construction technology leader, with awareness and messaging resonance varying significantly across markets and professional audiences. Vivaldi conducted a global brand equity and messaging study spanning 10 markets and 14 distinct audience segments across the construction lifecycle, delivering the evidence base Trimble needed to refine positioning and pursue a more coherent global brand strategy.
Trimble Inc. is a global technology company headquartered in Westminster, Colorado, specializing in positioning, modeling, connectivity, and data analytics solutions for the construction, agriculture, transportation, and geospatial industries. With annual revenues exceeding $3.7 billion and operations in more than 40 countries, Trimble serves a diverse professional audience, from surveyors and contractors to civil engineers and infrastructure managers, with the ambition of becoming the leading end-to-end digital solutions provider across the construction lifecycle.
A global brand equity and messaging study across 10 markets and 14 audience segments along the construction lifecycle. It showed brand strengths, gaps and message resonance by segment, which Trimble used to refine its positioning and messaging.
Each segment, from surveyors to contractors and engineers, was studied separately so its views and priorities were not averaged away. That made it possible to see which messages worked for whom.
Their buyers are specialized professionals with very different needs, often reached in many countries. Research shows where the brand is trusted and where it is not, so marketing money goes where it makes a difference.
Acquired businesses bring their own reputations and audiences, so perception of the parent brand varies widely. An equity study gives one view of the whole and a basis for aligning it.