Image/Brand Analysis

Image and brands are important factors of business success. Their emotional effects play an important role in B2B relationships, too: Purchasing and technical managers rely on their trust in good brands (more than they would admit).

In the day-to-day routine price is the only issue. This is why the impact of image and brands can only be measured indirectly.

We have developed a method for assessing brand value and associations in the market, with customers and prospects (internal and external image). You receive an evaluation of brand value and benefits in relation to competitor brands as well as recommendations as to how to interpret the results and draw conclusions from them, i.e. what to do in order to strengthen your brand.

Some companies would like to know if the cost of keeping up and supporting their brand is justified by the benefits of the brand. Occasionally, an analysis of this issue may result in abandoning a product brand and using the company brand only. In particular with commodity brands the value should be assessed very precisely (as it is more difficult to get a margin increment through brand effects).

Since brands today represent a considerable share of company value a neutral brand value assessment is almost mandatory if a sale of the company or a brand is contemplated.

Brand-controlling fulfills important functions: monitoring, motivation, learning and sustainability. Therefore brand controlling should play a role in employee satisfaction surveys that (among others) measure involvement and identification of the staff with their brand.

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