Markenlogik

Markenlogik is a framework used in brand theory and practice to describe the underlying logic that guides how a brand creates meaning, builds value, and interacts with its audience. It encompasses the rationale for the brand’s existence, its chosen positioning, and the promises it makes across products, services, and communications. The concept emphasizes coherence between a brand’s purpose, identity, and experience, ensuring that all signals—visual design, messaging, customer service, and product performance—are aligned.

Key components include brand purpose and meaning, value proposition, personality, architecture, storytelling, and experience design. Markenlogik also covers governance, such as decision rules for extensions, partnerships, or portfolio changes, to maintain consistency and avoid mixed signals.

Relation to branding: It complements brand strategy and brand management by providing a rule-set that guides everyday choices and long-term investments. It interacts with brand identity (how the brand presents itself), brand equity (the perceived value), and brand architecture (the structure of the portfolio).

Applications and critique: In practice, Markenlogik informs product development, marketing campaigns, pricing, and customer experience design. It can improve efficiency and alignment, but risks rigidity if updated infrequently or if consumer reality diverges from the logic. Proponents stress the need for periodic validation through perception metrics and customer feedback.

See also Brand management, Brand identity, Brand equity, Brand architecture.