Repositioning and Corporate Identity
for Dunlee:
A Strong Brand in the Healthcare Market

As a leading OEM manufacturer in the healthcare sector, Dunlee is an innovation driver in its segment. To make this innovation power visible externally, modus developed a clear new positioning and translated it into a modern corporate design.

Philips
Philips

Analysis and Strategy: The Foundation for a Strong Brand

A detailed analysis of the current market situation served as the basis for the realignment. The goal was to establish Dunlee as a strong, unified brand that shows customers: Dunlee is the best partner for achieving the greatest success.

The perceived and actual strengths and weaknesses of the three brands – Dunlee OEM, Dunlee Replacement, and Smit Röntgen – were thoroughly assessed, analyzed, and consolidated. Customer feedback, internal evaluations, SWOT analyses, and customer surveys provided valuable insights for this process.

Philips
Philips

Competitive Analysis and Market Positioning

The analysis results were evaluated against competitors to determine the optimal market positioning for Dunlee. This allowed for a targeted restructuring of the brand landscape, positioning Dunlee as a leading provider in the medical technology sector.

Philips
Philips

The Solution: A Unified, Strong Brand Identity

he realignment focused on developing an umbrella brand that unites all relevant attributes of the sub-brands. A new corporate design strengthened this repositioning, making Dunlee clearly recognizable as a reliable partner in the healthcare sector.



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