Brand strategy
To develop and manage a brand
The brand is the central intangible asset of a company. It reflects all associations with the company, which customers experience by its performance and communication with the company. Strong and successful brands do not grow by coincidence; furthermore they are results of a consequent and systematic development process. Within the process, targets and subsequent steps from a brand conception to brand communication have to be defined clearly and be transformed into execution, to contribute to the development of a brand in an optimal way.
4C Approach
A differentiated knowledge about one’s own brand and its strengths is the first step to successful brand management. The 4C Approach initiates a strategic brand analysis at first, followed by the development of the brand strategy. It includes a comprehensive review of industrial and industry trends, customer behaviour and needs and the competitive environment and, above all, the company and the associated brand. The outcome of the strategic market analysis is the derivation of central hypotheses and challenges as well as positioning opportunities and ideas for developing a brand identity system. Afterwards the target positioning has to be defined using the positioning statement and the functional and emotional value proposition. In this way, the brand identity system with its brand essence, brand values and brand attributes will be developed gradually.
Customer Value
The result of the brand building process is a target brand positioning, which leads to a target adequate communication strategy. Our customers benefit from a well thought-out and defined brand that reflects the quality and value proposition of its products and services within the market in an optimal manner.
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Hans-Martin Schneider Consulting expertise: |
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Markus Noçon |
