DUPONT PURCHASED PANNAR SEEDS, a multi-national African brand to gain access to and increase its competitive presence in the African agricultural market. Pioneer, an existing brand in the portfolio, operated in many of the same African countries. Both brands had a similar brand position, product offerings - and even similar names and logos. Extensive market research and brand work identified key market differentiators, segmented audiences, and optimized the two brand portfolios and communications to enable them to both compete favorably in the market landscape.