Cobald Part B - Brand Portfolio Optimization 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. It reported an all-time high revenue of EUR47.3M and profit of EUR11.5M for 2024 thanks to a strong growth of +31% for cloud-based solutions and a stable demand of 1% for domain names, but despite a decrease of 3-4% for web hosting for the third consecutive year. In the last two decades, the company significantly accelerated its activities domestically and internationally. It grew domestically by taking over the Belgian web hosting activities of BlueHosting in 2003 due to a bankruptcy of the parent company. It also grew internationally by acquiring the specialist in standardized offers for small and medium business customers and the fourth-largest player in the Danish market Fastcom in 2017, followed by acquiring the specialist in highly customizable web hosting and cloud services for medium and large business customers and third-largest player in the Danish market ODomain in 2019. Finally, in 2022, it acquired HollandOnline, the market leader for small and medium business customers in the Netherlands. Given the company's decline in market share in the web hosting market, David wants to analyze the company's current brand portfolio, identify opportunities for building a brand architecture and leveraging associations, and get a clear recommendation how to proceed.

Date: 2025
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Published in 2025

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