brandanalyse

Brandanalyse is a systematic evaluation of a brand’s current state and performance, intended to inform strategic decisions in marketing, communications, and product development. It examines how a brand is perceived by customers and the market, how it is positioned relative to competitors, and how it contributes to business value, including awareness, loyalty, and perceived quality.

The scope covers brand identity (values, promise, visual and verbal language), brand perception (associations and attitudes), and brand performance (sales, market share, pricing, profitability). Brand equity is a central focus, including awareness, differentiation, and loyalty. Methods combine qualitative approaches such as interviews and focus groups with quantitative approaches such as surveys, brand tracking, and perceptual mapping. Analytical models may include brand equity frameworks like Keller or Aaker, as well as competitive benchmarking and resonance analysis.

Data sources include internal data (sales, CRM, product feedback) and external data (market research, social listening, media analysis). The process typically follows objective definition, data collection, data synthesis, insight generation, and recommendations, followed by implementation support and ongoing monitoring. Outputs often include a report with a positioning recommendation, messaging guidance, portfolio or architecture adjustments, and a plan for tracking brand performance over time.

Brandanalyse is used in various contexts, including corporate branding, product branding, and rebranding projects. It is distinct from a brand audit, which is broader and periodic, and brand tracking, which emphasizes longitudinal measurement. The goal is to support evidence-based decisions that strengthen brand equity and alignment with business strategy.