Brand analysis before creating the brand strategy

The status quo as a launch platform.

Analysis of Brand and/or Reputation

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.
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.

The ascertainment of brand values is not only a routine market research task for Lünstroth, but an analytical tool specifically adapted to each product and brand environment. Certainly, the survey tools must be adapted not only to product and use characteristics, but also to the respective regional characteristics.

In the Anglo-Saxon literature, the US-American model is generally used as a starting model. Brand recognition in Europe and Asia differs from the American approach due to cultural reasons.

How we do it: Assessing the Status Quo of a Global Brand by Luenstroth Brand Consultancy

Comprehensive Brand Audit

  • Objective: The first step in assessing the status quo of a global brand is conducting a thorough brand audit. This involves evaluating all aspects of the brand, including visual identity, messaging, positioning, and customer perceptions across various markets.
  • Methodology: Luenstroth Brand Consultancy conducts in-depth analyses of brand touchpoints, such as marketing materials, digital presence, product packaging, and customer service interactions. The goal is to identify inconsistencies, strengths, and areas for improvement. This stage often includes competitor benchmarking to understand the brand’s relative position in the market.

Stakeholder Interviews and Surveys

  • Objective: Understanding how the brand is perceived by key stakeholders is crucial. This includes employees, customers, partners, and investors. Their insights provide valuable perspectives on the brand’s current standing and future potential.
  • Methodology: Luenstroth conducts structured interviews and surveys tailored to each stakeholder group. The focus is on gathering qualitative and quantitative data about brand awareness, loyalty, and emotional connection. These insights help to identify gaps between the brand’s intended image and its actual perception.

Market Analysis and Cultural Sensitivity Review

  • Objective: In a global context, market analysis is essential to understand how the brand is performing in different regions. Cultural sensitivity is also crucial, as a brand’s effectiveness can vary widely based on local customs, values, and preferences.
  • Methodology: Luenstroth’s team analyzes market data, sales figures, and cultural trends in each key region. This includes assessing the brand’s relevance, adaptability, and resonance within local markets. The consultancy also reviews potential cultural misalignments that could harm the brand’s reputation.

Digital Presence and Engagement Evaluation

  • Objective: With digital platforms playing a pivotal role in brand communication, assessing the brand’s online presence is vital. This includes evaluating social media, website performance, and online customer interactions.
  • Methodology: Luenstroth utilizes advanced tools to analyze the brand’s digital footprint, including social media engagement, website traffic, SEO performance, and user experience. The consultancy identifies strengths in digital strategy as well as areas where the brand may be underperforming or misaligned with its global strategy.

Brand Equity Measurement

  • Objective: Understanding the brand’s equity—its perceived value in the market—is key to determining its current status. Brand equity encompasses brand loyalty, perceived quality, and overall brand associations.
  • Methodology: Luenstroth employs a combination of quantitative metrics and qualitative assessments to measure brand equity. This includes consumer surveys, brand valuation techniques, and analysis of market share data. The results provide a clear picture of how much value the brand holds in the eyes of consumers and its market position relative to competitors.

Internal Alignment and Brand Consistency Check

  • Objective: For a global brand to succeed, internal alignment and consistency across all departments and regions are essential. This step assesses whether the brand is consistently represented and understood within the organization.
  • Methodology: Luenstroth conducts internal workshops and assessments to ensure that all employees, from top management to front-line staff, are aligned with the brand’s values, mission, and messaging. The consultancy identifies any internal disconnects that may be causing inconsistencies in brand representation.

SWOT Analysis

  • Objective: Summarizing the brand’s strengths, weaknesses, opportunities, and threats (SWOT) helps in understanding the current state and identifying areas for strategic focus.
  • Methodology: Luenstroth compiles all findings from the previous steps into a comprehensive SWOT analysis. This analysis helps the brand’s leadership team to understand the internal and external factors influencing the brand’s performance and guides the development of a strategic plan moving forward.

Strategic Recommendations and Next Steps

  • Objective: Based on the findings from the status quo assessment, Luenstroth provides strategic recommendations to enhance the brand’s global presence and performance.
  • Methodology: The consultancy develops a detailed action plan that addresses identified gaps and leverages strengths. This plan includes recommendations for rebranding (if necessary), communication strategies, market-specific adaptations, and digital engagement improvements. The consultancy also outlines key performance indicators (KPIs) to monitor progress and ensure that the brand remains aligned with its strategic objectives.

You think that's a lot of analysis work? Once you have the findings, we' ll be happy to go straight into the strategy.

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