Author: Ida Mao

The Swedish company ProEquo AB is an offspring of the probiotic ingredient company Probi AB. Spurred by the probiotic trend among humans, ProEquo AB was preparing to launch its first probiotic product for dogs (ProCane®), as well as cats (ProFele®). Before the launch of new products, the company felt the need to clarify its Brand Strategy, as well as to develop a Brand positioning with international potential. Even though the name synergies between the new ProCane/ProFele brands and the old ProEquo brand were strong, the target audiences differed fundamentally. The more “professional” horse owners/breeders vs. the more “emotional” consumer-driven pet market. It was also clear that a new Masterbrand replacing ProEquo AB was needed that could incorporate dogs and cats.

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