Merkanalyse

Merkanalyse is the systematic assessment of brands within a market, focusing on how brands are perceived, remembered, and valued by consumers, and how they perform relative to competitors. It covers dimensions such as brand awareness, associations, perceived quality, loyalty, and overall brand equity, as well as the brand's positioning, differentiation, and messaging. The analysis also evaluates brand architecture and portfolio performance, including the fit of new and existing products under a brand.

Methodology combines quantitative and qualitative approaches. Quantitative methods include surveys and brand-tracking studies to measure awareness, attitudes, trial, and loyalty, plus metrics like equity scores and NPS. Qualitative methods include interviews and focus groups to explore brand meanings and associations. In digital contexts, social listening and sentiment analysis complement traditional methods. Perceptual mapping and conjoint analysis are used to understand brand positioning and the potential impact of branding choices. Brand equity models, such as Keller's Customer-Based Brand Equity and related frameworks, provide theoretical underpinnings to structure measurements.

Applications include informing brand strategy, messaging, and design; guiding brand architecture and portfolio decisions; optimizing marketing budgets; and evaluating the potential of brand extensions. It is often performed alongside broader market analyses to distinguish brand-specific drivers from market-level trends.

Limitations include data quality, measurement validity, and the challenge of capturing brand effects that unfold over time. Cultural and regional differences must be accounted for in international markets.