Owners of strong brands are aware of the particular brand drivers that strengthen their brands and increase the probability of market success while differentiating them from the competition. Properly implemented, the brand drivers will develop their own, unmistakable...
Knowledge – as we all know – is power. Hence the reluctance, at times, of those responsible in the company to share knowledge; they want to render themselves indispensable. It is only with sound knowledge management that market research data can be...
Recently introduced channels for interactive advertising and communication require businesses to engage in continuous social media monitoring and analytics. Doing so is the only way that companies can measure both the effectiveness and efficiency of their...
What is your company’s raison d’être? What added value do you offer your customers? Why is your company better than any other at providing that? Questions such as these must be raised – and not just by start-ups. Even seasoned, long-established branded goods...
How do I write verbal formulations that will increase the success rate of my innovations? This is a question we frequently encounter. An important criterion for success is a strong consumer insight – to assist companies in designing their products and marketing...
For brand positioning, many companies use models such as the brand key or the brand steering wheel. Other figurative models include the brand pyramid, the diamond, or the lighthouse. These models usually contain elements such as functional and emotional benefits,...
Only an unbiased, objective market research consultancy can generate targeted insights and convert them into competitive advantages and sales. How can customer and market insights be fruitfully exploited? What prerequisites are required? Here we’d like to suggest some...
Brand equity, as the central control variable in brand management, can be regarded from a financial as well as from a behavioral perspective. In financial terms, brand equity represents the value of all future cash surpluses the company is able to generate from the...
Digital transformation exerts an ongoing influence on brand leadership. Companies will continue to succeed only if they can preserve their brand’s essence – while at the same time adapting to evolving contextual circumstances or pursuing their own visionary momentum....
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