UHP (United Home)
Credibility and reliability build heritage—something that has proven true for United Home, a trusted brand of health and wellness products for Filipino families.
But even as the brand continued to enjoy patronage among Filipino consumers, there was an opportunity to reassess how United Home was perceived, especially within an increasingly competitive field. The balance of appealing to consumers through branding while ensuring quality and maintaining trust is crucial. OI supported United Home in its efforts to assess ways forward.
Objective-Aligned / Insight-Aware
United Home is a well-loved and trusted brand, known for supporting not just personal well-being, but also the health needs of entire Filipino families. It has built and maintained a reputation for quality products over decades. While the brand has stood on the strength of its products, there was still an opportunity to reassess whether its current branding resonates. Evaluating relevance and uncovering opportunities to modernize are key to recalibrating. OI leveraged these insights to design a market study to this end.
Outcome-Oriented / Informed by Evidence
Key to evaluating United Home's brand equity is understanding how the brand is perceived, and what imagery and attributes are associated with it. The challenge, moving forward, is how to marry the brand's strong positive associations with fresh visual identity that resonated with new audiences and loyal consumers alike. Mixed methodologies are effective in ferreting out these sentiments, towards a data-driven approach to a brand refresh.
On-Point / Impact-Driven
Design is but one part. The study also provided useful insight towards initiating programs and initiatives that engender enduring loyalty among existing users, while increasing appeal to a new generation of consumers. United Home remains a brand valued for its credibility and reliability, and it continues to be so on the strength of its desire to meet customers where they are
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