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Read MoreBrand Architecture: It's the system, what counts.
Enterprises are growing. They integrate smaller (or bigger) different companies and expand to other markets, segments and even cultures.
A well structured brand architecture brings transparency not only for external views but also for employees and potentials.
Strength of brand becomes more important than size of company. Industrial age and its brand life cycles demand flexibility from brand strategy and architecture. Some decades ago an enterprise could be sure that product portfolio and brand aura are two sides of a medal and remain in their statuses for longer periods. Today fast reaction in changing markets, target group behavior and technological developments is required.
Exemplary brand architectures are rare; one can find them only in literature. Mergers and acquisitions led to market- and history driven mixed brand architectures, which do not fit to academic models.
Brand System Changes: a tightrope walk
Driven by pressure for innovation the danger of brand erosion is increasing; danger of disuse of synergetic effects is shrinking dramatically instead. Line extensions even in the field of corporate brands are first steps to a powerful future. Luenstroth Brand Consultants see brand architecture as a dynamic process: The architecture should be flexible to make best use of the brand dominance but avoid erosion of brand assets.
Brand Architecture: How Luenstroth Brand Consultants support.
- Analysis of the existing brand architecture: Control of inner and outer coherence, transparence for intern and extern target groups and historical developments
- Explanation of possible barriers (outsider’s view) and options for expansions of the existing architecture
- Possibilities of alternative architectures and transpositions
- Development of a matrix for alternative brand architectures
- Development of transfer roadmaps for the enforcement of brand architectural modifications (internal/external)
- Deduction of the grown task of Corporate Identity, Design, Behavior
- Implementation of a Brand Management System with following modifications in the field of identity
What the brand consultants do
Fusion & Change
After mergers or acquisitions the upcoming brand architecture can be an object of considerations....
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Why creative?
Is there any need for brand consultants to be creative? No, not for the...
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Realtime Support
To be always on the safe side is an import feeling in areas of...
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Brand Analysis
The brand consultants use to analyse brands or brand candidates first for their matches...
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Development of Brands and Trademarks
Brands and trademarks are the real valuable assets of companies with worldwide interests. In...
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Purpose Branding
Purpose Branding is the new key to new target groups. To produce quality was...
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A brand is a system.
Some people might reduce a brand to a logo. Lünstroth Brand Consultants see brands...
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Digital Brand Strength
Digital transformation is not at an end yet. Channels are increasing and every month...
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Brand Management & Trademark Pooling
Trademark poolings makes sense in the same way as patent pooling does. All intellectual...
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Brand Strategy for Global Brands
There are regional brands and there are global ones. Both sorts do their jobs,...
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Product Branding
Lünstroth Brand Consultancy develops and optimizes products to be sold in retail markets. With...
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Brand DNA: Sport-Club
Premier League soccer clubs mostly have a long tradition and a given brand image....
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Brand Split
In many cases a brand extension is the right way to make the best...
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Brand Relaunch Private Label
Private labels could generate more margin if they would be treated as "real" brands...
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Spreading the message worldwide
To reach target groups worldwide in the shortest possible time, social media channels are...
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Brand Relaunch
A global brand like Cobiax needs a wide positioning to reach all target groups...
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