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, …

If a corporate brand is not a branded house but a house of brands, portfolio management gets economically important. Where are cash cows and where are spendings higher than ROI? These questions are strategic: It could make sense for the future to strengthen weak brands regarding to future target groups or sell brands if the …

Corporate Brands must be lived out in practice. It’s essential that all employees understand the deepness of the brand myth. For several years Luenstroth Brand Cosultancy offers brand workshops: deep knowledge about brands and how to implement and use them in daily practice These workshops are only offered by Luenstroth. THE BRAND AS A SYSTEM …

Fusions, joint ventures and acqusitions are generally aimed and consummated based on corporate data and the market conditions. The synthesis of business culture is mostly rudimental. Brand Consultants support better decisions. Fusions and takeover of businesses have become a routine for most of the decision makers. However there are some sectors which are faced unassertive. …

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 …