Brand positioning

Brand core analyses evaluate brand perception and positioning in the competitive environment from a variety of perspectives.

The brand core is the genetic code of the brand. It represents the actual substance of a brand and is determined more closely by the brand personality and the brand's life cycle. The brand core has to reproduce the “big picture” of the brand. Know-how about the brand core is indispensable for strategic brand management.

 

Target.

The brand core analysis is a status quo determination of a brand and its culture. It examines brand perception and positioning in the competitive environment from a variety of perspectives. These studies are focused on the identification of the values and competencies that characterize a brand at its core. Core value analyses thus evaluate the central and enduring basic values of a brand that go beyond the superficial image.

Possible insights

  • Unaided and aided brand awareness
  • Brand presence
  • Spontaneous associations
  • Familiarity with the brand
  • Detailed brand rating
  • Image evaluation
  • Brand attractiveness
  • Brand connection
  • Brand loyalty
  • Uniqueness of the brand
  • Brand strength in a competitive environment
  • Competitors
  • Recommendation
  • Purchase and usage intent

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