Brand Analysis

Lünstroth examines companies and corporate brands, their perception and effect in the competitive environment by scientific methods, but with pragmatically optimized relevance for modifications.

The development of a brand strategy should precede a brand analysis. Even in the case of newly developed single-brands (which may still have formed no brand image), an analysis of the competition and market environment is useful in order to secure the further course of action.

The ascertainment of brand values is not only a routine market research task for Lünstroth, but an analytical tool specifically adapted to each product and brand environment. For two decades, the model of brand personality (Aaker, Keller et al) has prevailed as an instrument to determine the brand dimensions.

Certainly, the survey tools must be adapted not only to product and use characteristics, but also to the respective regional characteristics.

In the Anglo-Saxon literature, the US-American model is generally used as a starting model. Brand recognition in Europe and Asia differs from the American approach due to cultural reasons.

Lünstroth has therefore made appropriate adjustments for different regions. (Also worldwide variants, which however can only be converted to equally “rough” brand grid due to the inevitably “rough” reduction to global similarities in the brand perception.)

Lünstroth surveys the brand dimensions not only with the classical market research tools, but also with specially developed web tools, which show correlations between brands and the respective mention of key terms and can also highlight the digital distribution of brand dimensions.