Cobald Part A - Exploring Secondary Brand Associations for a Business-to-Business Technology Brand

Steven Hoornaert
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Steven Hoornaert: LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - ULCO - Université du Littoral Côte d'Opale - Université de Lille - CNRS - Centre National de la Recherche Scientifique

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Abstract: This is part of a case series. David Danes is the founder and CEO of Cobald Group, a business-to-business (B-to-B) technology company headquartered in Brussels (Belgium) operating in web hosting, domain names, and cloud-based solutions. The company reported an all-time high revenue of EUR47.3M and a net profit of EUR11.5M in 2024. However, the business unit of web hosting has seen a decrease by on average 3-4% for the third consecutive year due to increased competition and management's focus on growth markets like cloud-based solutions. A brand audit revealed that brand awareness for the Cobald brand was significantly lower among medium and large business customers, compared to its main competitors. These competitors came on the one hand from global enterprise (web) hosting companies (eg, Amazon, Microsoft) and on the other hand, from managed (web) hosting companies (eg, Squarespace, Wix). Furthermore, the brand audit also revealed that business customers found it difficult to identify unique associations with Cobald. David wants to identify opportunities to strengthen the brand in the context of a limited budget. He needs to diagnose which sources of secondary brand associations he should prioritize and evaluate their fit with the Cobald brand.

Date: 2025-05-18
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Published in 2025

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