Parker LePla

 (206) 447-4747

Case Study: ProQuest

ProQuest-logo1

About ProQuest

Helping organize the company’s 10 stand-alone brands into a unified powerhouse of content, search tools and databases all under the ProQuest name. Advising the company to look at their offerings from the customer’s point of view to make choosing products easy while retaining existing branding experience.

 
Naming
Naming

ProQuest: Naming

proquest_newname

Problem

ProQuest wanted to position itself as the leader in online discovery of scholarly content. But it needed a name for a new search tool that fulfilled this promise.

Solution

Parker LePla created a name that was highly evocative and powerful to ensure the name resonated with librarians.

Result

Summon is quickly becoming their most popular solution for libraries who want an easy yet powerful tool for patrons. This new name works along ProQuest's other brand names Dialog and Pivot.

Brand Architecture
Brand Architecture

ProQuest: Brand Architecture

proquest5

Problem

ProQuest had 10 separate brands that confused customers and provided low master brand awareness. Their brand architecture emphasized databases and they feared that renaming could jeopardize brand equity.

Solution

Parker LePla positioned ProQuest as the central resource for electronic search and discovery rather than as individual databases. We helped them organize content and tools by the customers needs. And we created a transitional naming strategy to get customers there as painlessly as possible.

Result

ProQuest reorganized their entire business around this model. ProQuest established itself as the leading brand in the industry for all scholarly research, regardless of the topic.

← Previous

Milliman

Next →

Seattle Public Utilities