REFLECT: BRAND ANALYSIS
Brand analysis as the foundation for the decisions that matter
We reflect your brand leadership across four fields: positioning, model, governance and design.
REFLECT
works on these questions. We reflect your brand leadership across the four fields: positioning, model, governance and design. From our findings we define the decision points. We condense the insights into a reflection paper.
REFLECT
delivers enough clarity to place brand topics inside upcoming projects. It applies to transformations, change initiatives, strategic crossroads, restructurings and transactions.
Personal references
Our services for brand analysis
REFLECT covers four offerings. Each can be commissioned on its own.
Brand audit
Analysis of how effectively the brand is led and where the levers for growth sit.
Brand portfolio analysis
Portfolio review on brand relevance, consolidation potential and contribution to results.
Competitive analysis
Mapping of positioning territories in your competitive field. Where ground is taken, where gaps remain.
Brand design analysis
Meaning analysis of the visual system. How well it carries the positioning.
From our consulting experience
We have run brand analyses across industries and company sizes. From that experience we have learned to recognise patterns: it is rarely one to one. This shapes our diagnostic approach. We reflect brand concepts and translate them into numbers that decision-makers can act on.
Our industry experience: automotive, construction, banking, energy, food and logistics, pharma.
Our methods
Reflection paper
A decision basis for the second leadership level, built from findings and clear decision points.
Delta brand value
For the first time, our new method makes the value-creation potential of brand restructuring measurable:
The Delta Brand Value quantifies the value uplift achievable through portfolio rationalisation, architecture optimisation and efficiency gains.
4 field diagnosis
An assessment of brand leadership along the four fields: positioning, model, governance and design.
1
Taking stock
We review existing materials, run interviews with key people and map your full brand landscape, including sub-brands, employer brands and adjacent assets.
2
Analysis and assessment
We analyse along the four fields and collect levers, friction points and quick wins.
3
Reflection paper and decision meeting
We bring the findings to the point in a written reflection paper. In a decision meeting we discuss the insights with those responsible.
More services
We align your positioning with customer benefits and core economic issues, creating a decisive brand that supports your business model.
We organize your brands like a family and restructure the architecture for growth and business success.
With brand detox, we examine which brands should stay and which should go, and condense your portfolio to the core brands that support the business model.
We establish an independent brand department within your organization and make brand management a leadership task.
Make a brand decision today.
Write us a message via the contact form or book a conversation directly.
Brand RE Markenberatung GmbH
+49 172 544 1262
kontakt@brand.re
Frequently asked about REFLECT
How long does a brand analysis take?
Usually four to six weeks, depending on the complexity of the brand architecture. For M&A and PE mandates we condense the diagnosis to two to three weeks, for a pure portfolio analysis to two weeks.
Can REFLECT be integrated into IDW S6 opinions or due diligence processes?
Yes. Our findings are structurally compatible with restructuring opinions and commercial due diligence reports. The Delta brand value quantifies the brand potential for investors and creditors.
What is the difference between a brand analysis and market research?
Market research measures perception. REFLECT measures the effectiveness and economic value of brand leadership. The two methods can be combined.
Who should be involved internally in the brand analysis?
Three to five key people from management, strategy, finance and marketing are usually enough. Larger workshop rounds are not necessary.