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# BIESALSKI & COMPANY GmbH: Biesalski & Company ist eine internationale Markenberatung mit Sitz in München. Das Unternehmen unterstützt mittelständische Unternehmen und Konzerne bei Markenanalyse, Markenstrategie, Markenbewertung, Employer Branding, Reputation Management, Markenpositionierung und der wertorientierten Führung von Marken. Ziel ist es, Marken als Wertschöpfungssysteme zu entwickeln, um nachhaltiges Wachstum, Wettbewerbsfähigkeit und Unternehmenswert zu steigern.

## Sitemaps
[XML Sitemap](https://www.biesalski-company.com/sitemap_index.xml): Includes all crawlable and indexable pages.

## Posts
- [Leveraging the D2C model: Relevance, opportunities and success factors for B2B companies](https://www.biesalski-company.com/en/d2c-for-b2b-companies/): While e-commerce in general has risen in significance, one approach stands out: Direct-to-Consumer (D2C) models. This new sales strategy offers excellent opportunities for building close relationships with customers, navigating brand strategy and innovation with data-driven foresight, and realising higher margins. It’s no wonder that this e-commerce approach currently represent one of the most promising sales strategies, especially in the B2C area. According to a recent study by ECC Cologne in collaboration with Publicis Commerce Germany, every second customer in Germany is a D2C buyer.
- [4 must-do’s for brands to conduct successful crisis communication](https://www.biesalski-company.com/en/crisis-communication/): As the pandemic has subsided from our awareness and the war in Ukraine is dominating the public discourse, brand and marketing officials find themselves confronted with just the second internationally impactful crisis in a short period of time and the same pressing questions: How can brands engage in successful crisis communication? What are appropriate ways to inform and empathise with affected publics? Which crisis communication strategies focus on solutions, not selling?
- [Why Leaders Need New Thinking](https://www.biesalski-company.com/en/why-leaders-need-new-thinking/): To become more agile, companies need to redefine their corporate cultures as a prerequisite. How should they proceed? Contrary to common understanding, they should not start with their employees or their middle management (the so-called clay layer). The starting point should be their leadership team. Why is that essential? Because the leadership team is the catalyst of digital change, not only providing purpose and leading by example, but also inspiring, empowering and driving collaboration. Above all, leaders need to be authentic to win employees’ hearts and minds. Mere lip service will not work. Do these leaders actually exist?
- [The Future of Marketing](https://www.biesalski-company.com/en/future-of-marketing/): I am always struggling with how marketing is being perceived by most of the companies and where it ranks in terms of importance compared with other functions. Why is that the case?
- [Three brand rules to rule new markets](https://www.biesalski-company.com/en/three-brand-rules-to-rule-new-markets/): My post answers this question by providing ‘Three brand rules to rule new markets’. The brand rules are deducted especially through an expert survey carried out in the Indian Automobile Industry, which is nowadays obviously dominated by established providers. However, the survey takes on a retro perspective to reveal the success factors of first mover brands as a blueprint for other industries and emerging markets.
- [Investing in brands is like watering plants: a call for efficient brand spending](https://www.biesalski-company.com/en/brand-investments-efficient-spending/): To be aware of the relevance of brand investments is so important because they are directly manageable and assignable to efficient measures in the marketing mix. Having said that, it is the only way to influence the buying decision of the customer by increasing his perception, attitude and preference towards the brand. In turn, this can raise the market share and economic success of the company (see illustration below).

## Pages
- [Concept test](https://www.biesalski-company.com/en/glossary/concept-test/): A concept test is a market research method that companies use to evaluate new or enhanced product, service and offering concepts from the perspective of relevant target groups. It reveals which concepts achieve the highest preference, which product attributes drive this preference, and how factors such as brand and price influence the purchase decision.
- [Brand Potential Analysis](https://www.biesalski-company.com/en/glossary/brand-potential-analysis/): A brand potential analysis reveals the untapped growth and value creation potential of a brand. It examines how the brand can help increase market share, reach new target groups or business areas, command higher prices, or strengthen its impact among existing customers.
- [Brand Core](https://www.biesalski-company.com/en/glossary/brand-core/): A strong brand is not created by an aesthetically appealing logo or a catchy claim alone. What matters is a clearly defined brand core that provides direction for all brand management activities. Without this shared foundation, brand communication risks becoming inconsistent and losing impact.
- [Guiding Principles](https://www.biesalski-company.com/en/glossary/guiding-principles/): Guiding principles define a company’s self-image and outlines its desired future state. Through guiding principles and key focus areas, it provides orientation for achieving strategic goals. It therefore serves internally as a framework that guides employees in their daily decision-making and actions.
- [Brand consulting, strategy, analysis ‒ Biesalski & Company](https://www.biesalski-company.com/en/brand-consulting-strategy-analysis-biesalski-company/): BIESALSKI & COMPANY creates brand value. As a brand consultancy, we increase the desireability of
- [Brand Wheel](https://www.biesalski-company.com/en/glossary/brand-wheel/): The brand wheel is a strategic brand management tool used to systematically define a brand’s core attributes and value proposition. It helps companies develop a clear and consistent brand positioning and implement it uniformly across all communication channels.
- [Brand Management](https://www.biesalski-company.com/en/glossary/brand-management/): Brand management encompasses all the strategic and operational measures that companies use to analyse, position, manage and develop a brand. The aim is to establish a clear brand identity, a consistent brand perception and a competitive advantage. In this way, brand management helps to build trust, brand preference and long-term brand value.
- [Performance Marketing](https://www.biesalski-company.com/en/glossary/performance-marketing/): Performance Marketing ist eine datenorientierte Strategie im digitalen Marketing. Ziel ist es, den Erfolg von Kampagnen messbar zu machen. Im Fokus stehen messbare Interaktionen mit der Zielgruppe an digitalen Kontaktpunkten. Sie bilden die Grundlage für die Bewertung und Optimierung von Marketingmaßnahmen.
- [Brand Building](https://www.biesalski-company.com/en/glossary/brand-building/): Brand Building refers to the initial creation, design, and establishment of a brand in the market. According to brand expert Alexander Biesalski, essentially “everything a company does or does not do” contributes to building a brand. This includes the visual appearance (Corporate Design), the development of a clear brand identity, the strategic positioning in a competitive environment, and the consistent anchoring of the brand in the minds of the target group through communication and marketing activities.
- [Brand Awareness](https://www.biesalski-company.com/en/glossary/brand-awareness/): Brand awareness is generally understood as the measurable presence of a brand within its relevant target group, expressed as a percentage. In other words, it indicates the share of people within a target audience who are familiar with a particular brand. This target group may consist of end consumers (B2C) or decision-makers in B2B companies within a specific industry.
- [Positioning](https://www.biesalski-company.com/en/glossary/positioning/): Positioning refers to the deliberate and strategic placement of a company, brand or product in the perception of a clearly defined target audience. The aim of positioning is to differentiate clearly from competitors, communicate a relevant benefit, and establish a positive and lasting presence in the minds of the target audience.
- [Brand Loyalty](https://www.biesalski-company.com/en/glossary/brand-loyalty/): Brand loyalty describes the long-term bond between customers and a brand. It is reflected in repeated purchase behaviour, a stable preference over competing brands, and a reduced willingness to switch.
- [Brand Valuation (Methods)](https://www.biesalski-company.com/en/glossary/brand-valuation-methods/): Brand valuation is a core element of modern brand management. It determines a brand’s economic value and makes its contribution to enterprise value creation measurable. 
- [Trademark protection](https://www.biesalski-company.com/en/glossary/trademark-protection/): Trademark protection
- [Brand Value (Definition)](https://www.biesalski-company.com/en/glossary/brand-value-definition/): A monetary brand value shows how much a brand is worth in euros and cents and what contribution it makes to the overall enterprise value. A strong brand attracts customers, retains them over the long term, and thereby creates a competitive advantage.
- [Brand Strength](https://www.biesalski-company.com/en/glossary/brand-strength/): Brand strength describes a brand’s ability to be the preferred choice, command price premiums, and secure future cash flows. It is based on both mental factors (e.g., awareness, associations) and market-related factors (e.g., loyalty, differentiation, availability). 
- [Purpose (Meaningful Identity)](https://www.biesalski-company.com/en/strategy/purpose-meaningful-identity/): Source: EGYM (2017), Why business must harness the power of purpose
- [Brand Identity](https://www.biesalski-company.com/en/glossary/brand-identity/): Brand identity refers to the essence of a brand, which works from the inside out and serves as a guiding anchor for the future. Traditionally, it encompasses the brand’s self-image and its unique characteristics (such as brand name, logo, slogan). Future-oriented brand identity also includes elements like the brand's mission and vision, as well as its market positioning. 
- [Brand Experience](https://www.biesalski-company.com/en/glossary/brand-experience/): Brand Experience describes the sum of all experiences and impressions that consumers collect throughout their customer journey with a brand. It emerges from every interaction and touchpoint – from products and services to communication, as well as the physical and digital environments where the brand is present.
- [Competitive Advantage](https://www.biesalski-company.com/en/glossary/competitive-advantage-definition/): A competitive advantage describes a strategic edge a company has over its competitors.
It enables a business to position itself successfully in the market — for example, through premium pricing, gaining market share, stronger customer loyalty, or reaching new target groups.
- [Marketing Consulting vs. Brand Consulting](https://www.biesalski-company.com/en/glossary/marketing-consulting-vs-brand-consulting/): Marketing consulting supports companies in positioning their products or services in the market and reaching the right target audiences.The focus is on developing strategies and measures to increase reach, generate leads, and find the right marketing mix.
- [Private Label](https://www.biesalski-company.com/en/glossary/private-label/): Discover what private labels are, how they differ from national brands, and why they matter for retailers and consumers—with global examples across industries.
- [Case Studies](https://www.biesalski-company.com/en/case-studies/): MANAGING PARTNER
- [SEVERIN Relies on Emotion and a Focus on Outstanding Performance](https://www.biesalski-company.com/en/severin-case/): SEVERIN is a German heritage brand for electrical household appliances with over 130 years of history and global distribution. Ever heard of the first odour-neutral raclette? Such practical, benefit-driven innovations are what define SEVERIN – driven by the jointly developed mission: "SEVERIN MACHT'S MÖGLICH."
- [How RENOLIT Enhances Brand Desirability](https://www.biesalski-company.com/en/renolit-case/): RENOLIT is a globally leading plastics processing company headquartered in Worms, Germany.With over 75 years of experience, the company develops high-quality plastic solutions for a wide range of applications – from construction and medical technology to the automotive industry. Operating through eight specialised business units, RENOLIT serves distinct markets and target groups under a single corporate brand.
- [TRUMPF Uses Its Brand to Drive Business Success](https://www.biesalski-company.com/en/trumpf-case/): TRUMPF is a leading German high-tech company headquartered in Ditzingen.Since 1923, TRUMPF has been developing pioneering solutions in the fields of machine tools, laser technology and electronics for industrial applications. With approximately 18,000 employees, the company operates globally and is renowned for its technological excellence and capacity for innovation.
- [Brand Activation](https://www.biesalski-company.com/en/glossary/brand-activation/): Love Brands are brands with an exceptionally strong emotional appeal to consumers. They create a deep emotional connection that goes far beyond functionality and practical benefits – leading to what is often referred to as brand love.
- [Competitive advantage](https://www.biesalski-company.com/en/competitive-advantage/): The market doesn’t wait for latecomers. Standing still is not an option either. Now is the time to strengthen your competitive advantage.
- [Olfactorics of brands](https://www.biesalski-company.com/en/glossary/olfactorics-of-brands/): Olfaction refers to the strategic use of scents to influence how a brand is perceived, preferred, and remembered. As part of a multisensory brand strategy, it aims to emotionally enhance the brand experience through the sense of smell and to make the brand more recognisable.
- [Corporate Design](https://www.biesalski-company.com/en/glossary/corporate-design/): Corporate Design (CD) is the visual backbone of a strong corporate brand and an indispensable component of strategic brand management. It ensures a consistent brand presence across all touchpoints and translates a brand’s identity into a visual appearance.
- [Olfaction of brands](https://www.biesalski-company.com/en/glossary/olfaction-of-brands/): ...
- [Target Group](https://www.biesalski-company.com/en/glossary/target-group/): A target group encompasses all potential individuals a company aims to reach and convert through marketing activities for a specific product or service.In some contexts, the term target audience is also used, especially when the focus is on communication rather than market strategy.
- [Marketing (marketing-mix)](https://www.biesalski-company.com/en/glossary/marketing-mix/): Marketing encompasses all strategic and operational measures undertaken by a company to successfully position its products or services in the market. At its core, it is about identifying and fulfilling genuine customer needs in order to build long-term customer relationships.
- [Luxury Brand](https://www.biesalski-company.com/en/glossary/luxury-brand/): Luxury brands are perceived as particularly exclusive, high-quality, and prestigious. They embody an aspirational lifestyle and are characterised by a strong, emotionally charged brand image. Compared to traditional premium brands, luxury brands are positioned in the high-end segment and specifically target a highly discerning and affluent clientele.
- [Golden Circle (Simon Sinek)](https://www.biesalski-company.com/en/glossary/golden-circle-simon-sinek/): The Golden Circle model was developed by Simon Sinek to help companies become more successful by focusing on their core motivation. Based on three central questions – WHY – HOW – WHAT – the model is designed to shift a company’s perspective from operational activities to its underlying purpose.
- [First Choice](https://www.biesalski-company.com/en/glossary/first-choice-en/): First Choice refers to the one preffered brand among all available options. It is seen as the favored choice in the (purchase) decision-making process and is therefore considered the most meaningful target metric in brand management.
- [Love Brand](https://www.biesalski-company.com/en/glossary/love-brand-definition/): Love Brands are brands with an exceptionally strong emotional appeal to consumers. They create a deep emotional connection that goes far beyond functionality and practical benefits – leading to what is often referred to as brand love.
- [Customer Experience Management](https://www.biesalski-company.com/en/glossary/customer-experience-management/): Customer Experience Management (CEM) is a strategic approach aimed at creating positive, consistent, and brand-appropriate experiences across all touchpoints. It places customer needs and an optimal customer experience at the centre — ranging from the first contact to the post-purchase phase.
- [Customer Journey](https://www.biesalski-company.com/en/glossary/customer-journey/): The Customer Journey maps out all touchpoints between (potential) customers and a brand throughout the purchasing decision process. This includes all interactions across various channels — both online and offline. The Customer Journey is divided into distinct phases of the purchasing process, with each phase linked to potential touchpoints and critical decision-making moments (referred to as Moments of Truth).
- [Brand Trust](https://www.biesalski-company.com/en/glossary/brand-trust/): Brand Trust refers to the confidence consumers have in a brand. It encompasses the target group’s belief that the brand consistently delivers on its promises, maintains the expected level of quality, and operates ethically and transparently. Additionally, brand trust is influenced by brand clarity—how clearly and effectively the brand communicates its offering in the market.
- [Brand](https://www.biesalski-company.com/en/glossary/brand/): A brand is a name, symbol, design, or other characteristic that identifies the products and services of a provider, clearly distinguishing them from those of other providers.
- [Employer branding roll-out](https://www.biesalski-company.com/en/employer-branding-en/employer-branding-roll-out/): With our Employer Branding Roll-out Support, your company will benefit in the following way:
- [Employer branding training](https://www.biesalski-company.com/en/employer-branding-en/employer-branding-training/): An effective Employer Branding Training equips your HR team to convey your Employer Value Proposition compellingly. The goal is to communicate the employer brand with enthusiasm during key Moments of Truth along the Employee Journey with (potential) employees. This approach sustainably strengthens the competitiveness of your employer brand, enhances internal communication, and builds trust in your brand.
- [Employer branding strategy](https://www.biesalski-company.com/en/employer-branding-en/employer-branding-strategy-2/): A well-thought-out employer branding strategy is the sustainable key to attracting and retaining talent. Especially in an increasingly competitive job market, the importance of a strong employer branding strategy is becoming ever more critical for companies.
- [Employer branding analysis](https://www.biesalski-company.com/en/employer-branding-en/employer-branding-analysis/): An Employer Branding Analysis answers these exact questions from the perspective of your workforce. It provides clear insights into employee satisfaction, engagement, and loyalty. These findings enable you to implement targeted measures to strengthen employee retention and enhance your employer brand in a sustainable way.
- [Brand Development](https://www.biesalski-company.com/en/glossary/brand-development/): Brand development refers to the process within a company required to successfully (further) develop a brand and establish it positively with customers in the long term.
- [Brand ambassador](https://www.biesalski-company.com/en/glossary/brand-ambassador/): A brand ambassador is a person consciously chosen by a company to credibly represent the brand both internally and, if applicable, externally.
- [Employer branding definition](https://www.biesalski-company.com/en/glossary/employer-branding-definition/): Employer Branding refers to the development and positioning of a company's employer brand. Essentially, it aims to create a positive image and attractive reputation as an employer, to stand out from the competition, attract qualified professionals, and retain existing employees.
- [Hidden champions](https://www.biesalski-company.com/en/glossary/hidden-champions/): Hidden champions are companies that are world market leaders in their industry. Contrary to what the term world market leader might suggest, these companies predominantly belong to the SME sector. Their brands are barely known to the general public but are considered true power brands within their industry.
- [B2B brands](https://www.biesalski-company.com/en/glossary/b2b-brands/): B2B brands (Business-to-Business brands) are companies that provide products or services specifically to other business customers.
- [Working student Brand Consulting](https://www.biesalski-company.com/en/career/working-student/): Together we work on relevant future topics and deliver convincing and measurable results. From strategy to implementation: as a working student, help shape the success of our customers such as Bosch, RECARO or ebm-papst.
- [Consultant Brand Consulting](https://www.biesalski-company.com/en/career/consultant-brand-consulting/): ogether we work on relevant future topics and deliver convincing and measurable results. From strategy to implementation: as a consultant, help shape the success of our customers such as Bosch, RECARO or ebm-papst.
- [Junior Consultant Brand Consulting](https://www.biesalski-company.com/en/career/junior-consultant-brand-consulting/): Together we work on relevant future topics and deliver convincing and measurable results. From strategy to implementation: as a junior consultant, help shape the success of our customers such as Bosch, RECARO or ebm-papst.
- [Intern Brand Consulting](https://www.biesalski-company.com/en/career/intern-brand-consulting/): Together, we work on relevant future topics and deliver convincing and measurable results. From strategy to implementation: as an intern, help shape the success of our clients such as Bosch, RECARO, and ebm-papst.
- [Employer brand](https://www.biesalski-company.com/en/glossary/employer-brand/): An employer brand reflects a company's identity as an employer, addressing both current employees and potential talent. It is subordinate to the corporate brand and specifies its benefits and values to target groups in the job market. The goal is to enhance the attractiveness and retention of employees within the company.
- [Glossary](https://www.biesalski-company.com/en/glossary/): The B&C Glossary is the encyclopaedia for marketers, entrepreneurs and brand enthusiasts. It explains the most important terms from the world of brands, brand management and beyond - clearly and practically.
- [Marketing profitability](https://www.biesalski-company.com/en/marketing-profitability/): Customers demand excellent performance. The realisation of these customer requirements, from development to production and marketing, must also be highly efficient. Operational excellence is becoming the decisive factor for future success.
- [Sustainability Score](https://www.biesalski-company.com/en/sustainability-score/): With the Corporate Sustainability Score (CSS), the Green Network, under the leadership of Biesalski & Company, has developed an instrument to answer precisely this question. The CSS is a representative survey of how customers assess the sustainability of brands. Focusing exclusively on customers has the advantage that it allows us to determine what triggers purchasing decisions. And that, in turn, means that we can show in figures what proportion of sales are accounted for by sustainability. 
- [Brand performance](https://www.biesalski-company.com/en/brand-performance/): Based on the B&C benchmark database, you will gain a unique insight into the power of brands to create value. We show you approaches and possibilities to increase your brand performance!
- [Analyst Brand Consulting](https://www.biesalski-company.com/en/analyst-brand-consulting/): Together we work on relevant future topics and deliver convincing and measurable results. From strategy to implementation: as an analyst, help shape the success of our customers such as Bosch, RECARO or ebm-papst.
- [Communication idea](https://www.biesalski-company.com/en/strategy/communication-idea/): Communication idea
- [Brand consulting](https://www.biesalski-company.com/en/brand-consulting/): Increasing your company's success with the brand is the ultimate goal of our brand consulting. Step by step, we focus our attention on the following milestones:
- [Brandblog](https://www.biesalski-company.com/en/brandblog-biesalskicompany-en/): On our brand blog, we discuss current brand-related topics, share our concentrated knowledge on exciting brand issues and provide insights into best practice cases.
- [Releases](https://www.biesalski-company.com/en/releases/): Releases Local rather than Stars and Stripes: How US corporations are boosting their image in Germany 13.03.2026 read more Competitive advantage of the brand Severin 19.12.2025 read more The magic of a good reputation August 2025 read more Activate competitive advantages with the brand 26.05.2025 request here Differentiation as the key to brand success in the catering industry 19.05.2025 read more Employer Branding: Success Factor Employer Brand 25.11.2024 request here Employer Branding: Determined in the War for Talent 18.11.2024 read more Archive Comment on ‘Öttinger reorganises structures’ 15.08.2024 read more Marketing excellence for your marketing profitability 13.05.2024 Request here Brand KPIs: Benchmark for the performance of brands 02.01.2024 LEARN MORE The attitude as a unique selling point 24.11.2023 read MORE Study volume: Corporate Sustainability Score 2023 11.10.2023 LEARN MORE Does sustainability pay off? 16.08.2023 LEARN MORE Interview with brand expert Alexander Biesalski: "Wanna build a brand?" 17.07.2023 read more No company benefits as much from its sustainable image as Tesla 19.06.2023 Learn more Top 30 ranking and first insights of the Corporate Sustainability Score 2023 15.06.2023 Learn more KPI Manual: Unique global insights into brand performance 14.06.2023 Request here Interview: Alexander Biesalski on the opportunities and risks of Mercedes' luxury strategy 14.01.2023 Learn more Change by Brand Part 3: Alexander Biesalski and Kai Halter on change at ebm-papst 04.07.2022 Learn more Change by Brand Part 2: Alexander Biesalski and Markus A. Miklis on brand driving the change 13.06.2022 Learn more TURNING BRANDS INTO VALUE: Our Image Brochure 31.05.2022 Learn more Change by Brand Part 1: Alexander Biesalski and Prof. Dr. Karsten Kilian on change challenges 11.05.2022 Learn more Change by Purpose: Alexander Biesalski at TIK-Talk with Carolin Lederer from ebm-papst 27.04.2022 Learn more FISCHER AND FRIENDS Podcast: Alexander Biesalski on Brand Valuation and Brand Development 18.03.2022 Learn more Successfully shaping change with the brand 04.10.2021 Learn more mi connect Podcast: Alexander Biesalski in conversation with Matthias Pioro 22.04.2021 Learn more America - The brand lives 24.03.2021 Learn more Sustainable Development Goals and Social Media – New Value Drivers 21.04.2021 Learn more B2B brand(-ing) in transformation 15.02.2021 Learn more Purpose: Greenwashing or the key to transformation? 09.11.2020 Learn more 10 years "Turning brands into value" at BIESALSKI & COMPANY 10.09.2020 Learn more With the brand out of the crisis - A way to secure liquidity 07.05.2020 Learn more Marketing Professionals - The Customer Understanders: A Commentary by Alexander Biesalski 15.02.2020 Learn more Prof. Kilian and B&C Consultant Markus A. Miklis on the Evolution of Purpose 15.01.2020 Learn more A. Biesalski on the value of the brand and how to increase its performance 29.08.2019 Learn more Interview: B&C on Bayer's reputation after the Monsanto deal 29.04.2019 Learn more Interview: Alexander Biesalski on the "Ha(u)te Couture" by DIESEL 14.11.2018 Learn more Corporate Reputation Score 2018 - study volume available 13.11.2018 Learn more Interview: Corporations play with their own reputation! 02.10.2018 Learn more Corporate Reputation Score 2018 exclusively in manager magazin 24.09.2018 Learn more Interview: Alexander Biesalski on the plight of Victoria's Secret 24.08.2018 Learn more Interview: What will make B2B brands successful in the future 25.07.2018 Learn more Book contribution: Market research and brand value measurement of B-to-B brands 05.07.2018 Learn more Is luxury still luxury? 14.06.2018 Learn more Ranking of German luxury brands 2018 - study volume available 10.04.2018 Learn more A. Biesalski and J. Spannagl on the German luxury industry 28.03.2018 Learn more
- [Studies](https://www.biesalski-company.com/en/studies/): Studies Brand Study Gastronomy 2025 19.05.2025 Corporate Sustainability Score 2023 11.10.2023 Corporate Reputation Score 2018 09.11.2018 German Luxury Brands 2018 10.04.2018 Sustainability Value Score 2016 14.04.2016 German Luxury Brands 2016 31.03.2016 Top Brands of the Hidden Champions 2015 15.12.2015 Report on added value of sustainability 2014 15.12.2014 What does the brand »Munich« respect? 19.10.2014 German Luxury Brands 2014 10.02.2014 Top brands of the Hidden Champions 2013 07.11.2013 Brand champions of the gastronomy 2012 10.10.2012 Corporate Reputation Score 12.05.2012 Luxury Pearls 2012 10.01.2012 Top brands of the Hidden Champions 2011 30.08.2011
- [Career](https://www.biesalski-company.com/en/career/): We have a clear objective: Shaping change with the brand. Together we work on the relevant topics of the future and deliver convincing and measurable results. Accompany our clients in driving the essential issues of our society forward and implementing them profitably.
- [About us](https://www.biesalski-company.com/en/about-us/): T: +49(0)89/273 73 54-01E: biesalski@biesalski-company.com
- [References](https://www.biesalski-company.com/en/references/): References B2C consumer goods and retail »It was fascinating to determine, in cooperation with BIESALSKI & COMPANY, the triggers of our brand’s value and set the direction for future brand implementation.« Godo RöbenFormer Managing Director Marketing/PR, Rügenwalder Mühle »The ›rule-of-thumb‹ falls short in today’s business – a profound analysis of sales- and value potential conducted by BIESALSKI & COMPANY supports us with the identification of new potential growth sectors.« Tobias BachmüllerManaging Partner, Katjes Fassin GmbH + Co. KG »Tracking brand-performance based on relevant KPIs makes the impact of our marketing measurable over time and documents the continuous increase of our brand’s value.« Tino MockenCEO/Sales & Marketing, Valensina GmbH B2C durable goods »If you ask me about brand expertise, the first company that comes to my mind is Biesalski & Company. They understand brand management exactly the way I need it to satisfy my needs as a businessman.« Jörg WoltmannOwner, Königliche Porzellan-Manufaktur Berlin (KPM) B2B and industrial goods »We chose BIESALSKI & COMPANY because the integration of tool competence and an economic perspective of the brand is crucial for Bosch.« Kai PetersDirector of Brand Management and Marketing Communication, Robert Bosch GmbH »BIESALSKI & COMPANY has shown us in a pragmatic way our brand’s potential which enabled us to communicate internally the importance and understanding of our brand and therefore we were able to establish a ›corporate brand culture‹.« Volkmar WywiolManaging Partner, Stern-Wywiol Gruppe »In the development of our employer brand, BIESALSKI & COMPANY provided excellent support with their outstanding methodological understanding. The result establishes an authentic connection to our corporate brand and is very feasible to implement operationally.« Uta AndersCFO and responsible for HR »BIESALSKI & COMPANY supported us with an entrepreneurial approach to establish an economic understanding of the brand at RECARO.« Martin PutschOwner, RECARO Holding GmbH »With BIESALSKI & COMPANY, we have advanced the topic of value-oriented brand management at TRUMPF. B&C's good understanding of technology has also made a significant impact on TRUMPF's understanding of the brand.« Eva MenuzziBrand Management, TRUMPF SE + Co. KG Services »BIESALSKI & COMPANY’s team supports us with the assessment, analysis and steering of EnBW’s reputation – while maintaining an excellent customer focus.« Dr. Jens SchreiberFormer Director of Communications & Policy, EnBW AG »BIESALSKI & COMPANY realises the intangible nature of a brand and thus has an excellent reputation in the financing sector.« Dirk WagnerProkurist, DAL Deutsche Anlagen-Leasing GmbH & Co. KG We increase your
company`s success with the brand. Contact us Follow us on Linkedin
- [Brand-driven innovation](https://www.biesalski-company.com/en/strategy/brand-driven-innovations/): Brand-driven innovations
- [Contact](https://www.biesalski-company.com/en/contact/): You are currently viewing a placeholder content from Google Maps. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.
- [Employer branding](https://www.biesalski-company.com/en/employer-branding-en/): Employer branding
- [Customer journey mapping](https://www.biesalski-company.com/en/strategy/customer-journey-mapping/): Customer journey mapping
- [Brand concretisation](https://www.biesalski-company.com/en/strategy/brand-concretisation/): Brand concretisation
- [Brand positioning](https://www.biesalski-company.com/en/strategy/brand-positioning/): Brand positioning
- [Brand portfolio and brand architecture](https://www.biesalski-company.com/en/strategy/brand-portfolio-brand-architecture/): Brand portfolio andbrand architecture
- [Brand strategy](https://www.biesalski-company.com/en/strategy/brand-strategy/): A strong brand does not emerge by chance – it follows a clear plan: the brand strategy. It sets the long-term course and ensures that your brand is not only visually appealing but also effective – both internally and externally.
- [Corporate reputation score](https://www.biesalski-company.com/en/reputation-en/corporate-reputation-score/): The answer is: With the help of the "Corporate Reputation Score" (CRS) - the ratio transforms reputation into an objectively measurable variable. The corresponding study of the same eponymous name confirms and illustrates the effectiveness of the Corporate Reputation Score. In cooperation with the communications agency Serviceplan, we analyzed how the activities and communication of a company influence its reputation.
- [Reputation analysis](https://www.biesalski-company.com/en/reputation-en/reputation-analysis/): The reputation analysis is based on questioning your individual stakeholder groups about all stages of impact of reputation. In doing so, the reputation drivers relevant for value creation are identified – i.e. the content and issues that will promote your reputation and thus your company success.
- [Reputation Management](https://www.biesalski-company.com/en/performance-analysis-en/reputation-management/): Reputation management involves monitoring, analysing and influencing the online and offline presence of a company or person in order to actively manage their own reputation. The goal of reputation management is to maintain, protect and, if necessary, improve the image of one's own brand in the public eye. Against this background, it is important to actively disseminate positive content with a focus on the respective stakeholders in a targeted manner.
- [Change analysis](https://www.biesalski-company.com/en/change-en/change-analysis/): The Change Analysis strategically and sustainably supports your transformation process—leveraging the brand as a positive driver of success!
- [Behavioural branding](https://www.biesalski-company.com/en/change-en/behavioural-branding/): Aim of the behavioural branding is to verify the promises made through your brand in the behaviour of people. This way, you fulfil the expectations of your customers towards your brand and communicate a consistent brand experience across all touchpoints of the customer journey.
- [Employee training](https://www.biesalski-company.com/en/change-en/employee-training/): We train exactly such standard situations in (in)direct customer contact and practice challenging situations, even 1:1 in teams of two. Our heterogeneous team of coaches - consisting of psychologists, brand experts, behavioral coaches and industry specialists - develops an individual and interactive concept for employee trainings.
- [Customer-focused organisation](https://www.biesalski-company.com/en/change-en/customer-focused-organisation/): The aim of the customer-focused organisation is the orientation towards the needs of customers and therefore increased flexibility for your organisation. This way, you reduce internal barriers and processes that have grown and been in place for years and are entrenched by now. Clarity and transparency create room and motivation for new and fresh thinking in the interest of your customers. At the same time, you break up “silo mentality” and connect previously separated divisions to new and powerful entities.
- [Marketing process optimisation](https://www.biesalski-company.com/en/digitalisation/marketing-process-optimisation/): In order to create a toolbox for marketing process optimisation, sound information regarding the following topics should be available:
- [Digital transformation](https://www.biesalski-company.com/en/digitalisation/digital-transformation/): We put on customer glasses and identify the conscious and latent needs of your customers under the involvement of target group representatives. On the basis of these customer insights, we position your brand in the context of digital transformation as a solver for your market-specific, complex and dynamic issues. In the course of this, existing as well as new offering-formats will be translated into the customers’ language, through the evolvement of easily understandable argumentation chains.
- [Digital business model](https://www.biesalski-company.com/en/digitalisation/digital-business-model/): In this context, many companies are faced with important questions, such as: Do I want to be an "enabler of digitization" in the future or do I want to operate a "digital business model"? While the role of the enabler can be defined relatively easily in technical terms, the requirements for the definition of a successful digital business model are much more demanding. After all, the goal of digital business models is disruption. This means, replacing the existing analogue system with a digital solution - just as Amazon has put traditional trade under pressure, Spotify has changed the music industry and Uber revolutionized our mobility. All of these business models are successful and will remain so in the future because they are better than their analog counterparts. With the help of digital technology these companies can more accurately analyze their customers' needs, identify wishes and solve “pain points”. This gives each and every customer the feeling of always getting an individual treatment and not a standardized solution - lot size 1 instead of 08/15. In conjunction with a clear brand promise, customers will also be willing to pay extra and the digital solution will become a brand-driven business model
- [Touchpoint optimisation](https://www.biesalski-company.com/en/operational-excellence/touchpoint-optimisation/): Nowadays, the number of brand touchpoints is exponentially higher than prior to the Internet era. Some can be directly, others only indirectly influenced. The latter involves online platforms or weblogs, where opinions and recommendations regarding companies and brands are rapidly spread. To passively watch these indirect touchpoints can have fatal consequences for the brand. The challenge is to know about and proactively shape your own brand touchpoints. Touchpoint optimisation helps you to credibly honour the brand promises at each touchpoint.
- [Price optimisation](https://www.biesalski-company.com/en/operational-excellence/price-optimisation/): What maximum price can be charged without jeopardising your customer potential? What is the lowest price that can be offered without causing damage to your brand or your reputation? What pricing policy ultimately leads to the highest sales volume? With this in mind, a methodologically proven approach helps to determine the ideal price and derive preparatory measures in case of a price optimisation.
- [Budget allocation](https://www.biesalski-company.com/en/operational-excellence/budget-allocation/): As a result, you receive recommendations for the ideal budget size and budget allocation that give you enough scope for making the actual decisions.
- [User experience management](https://www.biesalski-company.com/en/operational-excellence/user-experience-management/): Homepage »
- [Brand management/ brand controlling](https://www.biesalski-company.com/en/operational-excellence/brand-management-controlling/): A brand is often understood as logo, writing or claim – and brand work is limited to creative output, even though a brand is much more than that! It is an important component for corporate success. This explains why it is so important to carefully examine the brand and regulate it selectively. There are several ways to measure the success of brand work. Market and financial data, target group analyses or brand studies examine different key themes concerning the brand. However, individual survey results often only tell half of the story. For the management of your brand, one thing is crucial: The integrated consideration of all findings, i.e. the ‘big picture’ about the brand success as solid base for a targeted brand planning in the future. Which objectives should be achieved with the brand in what time period? What are the operational areas and communicative messages that should be of main focus in order to meet the objectives? An integrated and systemised procedure makes the usage of brand management and brand controlling practical and comprehensive.
- [Brand analysis](https://www.biesalski-company.com/en/performance-analysis-en/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:
- [Brand m&a](https://www.biesalski-company.com/en/brand-value/brand-ma/): Homepage »
- [Brand accounting](https://www.biesalski-company.com/en/brand-value/brand-accounting/): Based on brand valuation, several areas arise for you as part of brand accounting. Competent contacts and experts with extensive practical experience will advise you, tailored to your individual goals and needs. Besides tax areas, this also involves the organisational outsourcing of asset management.
- [Brand financing](https://www.biesalski-company.com/en/brand-value/brand-financing/): Within the group of intangible assets, brands are of particular importance. They fulfil important prerequisites necessary to take a leading role as asset during corporate financing. This special characteristic of brands is increasingly considered when structuring corporate financing. Besides generating additional liquidity, it enables the exposure of hidden reserves, the optimisation of the liability structure and the improvement of a company`s balance structure. This way, brand financing represents an innovative and relevant alternative within corporate financing.