Brand strategy, brand building, brand management – decisive success factors for companies, products and services
Brands are inner images that we associate – consciously or unconsciously – with products, manufacturers, companies or institutions. These inner images influence our actions and thinking in avariety of ways. The task of brand strategy and brand management is to make the brand perceptible, to place it successfully in an intense brand competition and to assert it. But this task becomes more and more difficult. Since the 1970s, the number of brands advertised has multiplied, resulting in a confusing brand competition.
The logical consequence for companies is therefore the concentration and bundling of their own strengths. This is the only way to successfully assert oneself in the information and opinion competition of the economy.
Correspondingly, companies are increasingly focusing on a few strong brands and turning back unnecessary fragmentation of their external image. The bundling of forces brings competitive advantages in marketing as well as cost and speed advantages in the implementation of new products and ideas.
Strong brands belong to the most important corporate capital. Companies therefore need strategies and the right tools to manage brands effectively and efficiently. Another particular challenge is the implementation of a stringent trademark system in an international environment.
The overall goal of brand management is to provide clues that address both rational and emotional needs against the background of a flood of information. This gives companies an unmistakable character that offers clear orientation to relevant interest groups – such as consumers, opinion leaders or their own employees – and ensures a high degree of recognition. This distinctiveness is at the same time a capital stock that must be built up and maintained in a targeted manner.
Thus, broad know-how in the areas of corporate identity and corporate design is indispensable in order to effectively stage brands. In addition, the knowledge of suitable process flows is required to translate specifications quickly and efficiently into practical communication work – for example via an online brand management platform used throughout the company.
SpiessConsult offers a first-class portfolio in the field of brand management.
SpiessConsult specialises in staging the brand of a company on the basis of a stringent appearance (corporate design) and a credible positioning (corporate identity) in an eye-catching manner and in designing and realising company-wide platforms for brand management together with specialist providers. That includes: