Brand analysis
Understanding and increasing the impact of the brand on business success
What is a brand analysis?
A brand analysis thoroughly examines the impact of a brand. Through representative target group surveys, it reveals key differences between your brand and its competitors. A brand analysis answers key questions such as:
What are the strengths and weaknesses of a brand from the target group’s perspective?
What competitive advantages does a brand have?
What contribution does a brand make to a company’s success, and what contribution can it make in the future?
BIESALSKI & COMPANY’s approach to brand analysis is based on brand performance analysis and is not only scientifically sound, but also proven in practice – for reliable results and real added value.
Why is a brand analysis useful?
The fact is: Successful companies consistently focus on the needs of their customers. There are many examples of this:
- With Prime, Amazon meets the desire for the fastest possible availability and maximum convenience through online ordering with fast delivery.
- Apple fulfills the desire for seamless integration of all devices in one ecosystem.
- IKEA provides solutions for the need for suitable furniture for every living situation with space-saving and modular options.
In order to understand customer needs, a brand analysis is carried out at the highest level. A brand analysis provides a clear bird’s-eye view of the target groups’ perception, attitude, and behavior toward the brand. The insights gained help to tailor the company even more specifically to its customers’ needs. It clearly shows the strengths and weaknesses of the brand, which provide conclusions about the current “health” of the brand.
Your benefits from our brand analysis
You consistently align your brand with the needs of your target groups, thereby laying the foundation for sustainable brand success.
You will gain a solid foundation for the targeted development of your brand, enabling genuine differentiation and long-term competitive advantages.
You refine your product and service offering, thereby increasing sales opportunities, market share and competitiveness.
You concentrate on what really matters and implement your strategy in a focused and effective manner.
You strengthen the reputation of the brand and marketing in your organisation through visible results and a sound basis for internal persuasion.
Who would benefit from a brand analysis?
A brand analysis pays off especially when …
… you want to increase your competitiveness.
A brand analysis helps to determine the status quo of your own brand in comparison to the competition. This reveals weaknesses and exploits potential.
… you want to strengthen customer loyalty in the long term.
Strong brands have fans. A brand analysis helps to understand customer behaviour and brand perception. The brand becomes tangible, creates positive associations, inspires enthusiasm and thus anchors itself in the minds of the target group….
… corporate changes are imminent.
In the case of mergers or acquisitions, for example, brand analyses transparently show where the brands of different companies complement each other, how they differ from each other and how successful integration can be achieved. This creates added value for all sides.
Our approach to brand analysis
We analyse your brand along the entire brand value chain and identify the levers that will drive it forward in the long term.
Our brand performance analysis involves the following steps:
- What are the most important brand touchpoints from the target group’s perspective?
- How high is brand awareness among the relevant target group?
- What is the brand image like and what competencies are attributed to your brand?
- How strong is the emotional connection between your brand and the target group?
- How desirable is your brand – is it shortlisted when a purchase decision is made, or is it even the first choice?
- What premium price can you charge based on your brand, or what additional volume can the brand sell?
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