Brand Management
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Brand Management as cost killer and value tool
Mergers and acquistions has become a common process for many decision makers in the industry wolrdwide.
But there are fex areas which are being processed with a certain constraint. These are brand architecture and implementation of new companies in a given (or new to build) corporate structure.
Background of the reluctance is a uncertainty facing the results of drastic changes in corporate structures and living brand values. Often the acquired companies are former competitors, so nobody knows how clients would react.
The costs of this sort of hesitation can be tremendous. On one hand market circles could imagine the take over as only tactical ( = non strategic) caused, on the other hand possible synergies are not utilized, because the personell of the acquired companies act as they did all years before.
The change process should start as early as possible and as strategic driven as possible.
What Luenstroth Brand Consultants offer in the field of brand management
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Analysis of status quo (images and identities of acquiring enterprise an acquired companies)
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Development of optimizing options in dependency of commited targets (strengthen the holding, single umbrella brands etc.); building up a brand structure as "ideal" target
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Development of brand buidelines, definition of competences and allocation of tasks
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Development of data managment systems with continous support for real time optimizing of communication related issues
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implementation and supervising of brand management systems
