Steve Tucker, Deputy Director General of Gallagher Group Limited (GGL), the largest electric company in the world of the fence is going to introduce a new brand strategy for the top managers of the company, and Bill Gallagher, Jr., CEO. After more than 18 months with a brand consultant, Tucker developed a strategy for the umbrella brand that inspire a single brand in all three business units: Animal control, safety management systems and fuel pumps, which are sold under his respective brand names Gallagher, Cardax, Powerfence and PEC . However, Tucker knew Unit heads believed that the differences in their customers, product categories, and distributor relationships did not appropriate a single brand. GGL overseas distributors also expressed concern about a single brand. In many cases, GGL only owned minority interests in these distributors and retain limited control over their activities. "Hide
by Rohit Deshpande, Keith Chi-ho Wong Source: Harvard Business School 12 pages. Publication Date: January 25, 2011. Prod. #: 511098-PDF-ENG
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