Status Quo: What sort of personality is the brand?
A brand analysis should be the first step before strategy could be thought about. Even if a new brand is to be established, markets and competitor brands and their dimensions should be researched.
Luenstroth follows the model of brand personality as established by Aaker and Keller in the mid 90th.
Markets and cultures are different, so are the dimensions brands perceived. The brand consultants built a toolbox for different regional areas of brand perception.
Luenstroth Brand Consultancy not only use classical market research methods but also web based tools to integrate the “digital” dimensions of brands and their architecture.