BrandTrust is the leading management consultancy for effective brands in the German-speaking region and was chosen by customers among the top 5 corporate consultancies in the brand, marketing & pricing category in 2017.
BrandTrust is owner-managed, acts completely autonomously and therefore does not conduct any operative business. I.e.
BrandTrust does not conduct advertising, design logos, conduct market research or brand evaluation.
BrandTrust recommendations serve exclusively to improve the client’s marketing efficiency, minimize the risks of brand management and to sustainably increase the value of the brand for the benefit of the client.
4. How we think about brands.
Brands are value drivers and lighthouses during the change
5. 5
We enable you to look at your brand in a
different way and to uncover hidden business
potential.
Leadership
§ Brand Strategy
§ Portfolio Management
§ Business Model
Generation
§ Brand Steering
§ Mission/Vision
Development
Transformation
§ Innovation
§ Blue Ocean
§ Scenario Planning
§ Digitalization
§ Change Management
§ Cultural Change
Positioning
§ No.-Positions
§ Golden Circle
§ Employer Branding
§ Customer Insights
§ Internal Branding
Performance
§ Touchpoint
Management
§ Marketing Consulting
§ Brand Tracking
§ Engagement
§ Product/Process
Alignment
§ Communication
Management
Education
§ Strategy Seminars
§ Leadership Programs
§ Ambassador Trainings
§ Inhouse Academy
§ Digital Brand Program
§ Touchpoint Trainings
§ Brand Trust Future
Circle
8. Alois Dorfner
Senior Brand Consultant
Colin Fernando
Senior Brand Consultant
Tanja Schug
Brand Consultant
Representant Switzerland
Nicole Eckle
Event and Marketing
Nicole Rimser
Brand Consultant
Benedikt Streb
Brand Consultant
Martha Kift
Brand Consultant
Jeannette Marcus
Personal Assistant
Ingrid Langhammer-Mend
Business Administration Manager
Eva Köttschau
Brand Consultant
Philipp Spittel
Personal Assistant
Head of Back Office
Justin Mikoschek
Personal Assistant
Erika Pfeiffer
Accountant
Eva Stockhausen
Assistant Marketing /
Eventmanagement
Johanna Otto-Erley
Brand Consultant
Customer
Management&
Marketing
Andrea Baust
Personal Assistant
Susanna Wieseneder
Executive Consultant
Susanne Jech
Executive Consultant
Personal
Assistants
Stephanie Hofer
Brand Consultant
Alexandra Fischbäck
Head of Marketing / Customer
Management
Michele Schmitt
Brand Consultant
Mirja Frank
Assistant Customer
Management
Manuela Seybold
Human Resources Manager
Accountants
Human
Resources
Dr. Judith Meyer
Brand Consultant
Bianca Lücker
Brand Consultant
Stefanie Berning-Wieczorek
Brand Consultant
Sebastian Schäfer
Brand Consultant
Metka Hrovat
Senior Brand Consultant
Representant Adriatic
Bernhard Scholz
Brand Consultant
Franziska Sanoner
Brand Consultant
Klaus-Dieter Koch
Managing Partner
Jürgen Gietl
Managing Partner
Achim Feige
Partner
Representant Austria
Jasmin Rubner
Managing Director
Christoph Engl
Managing Director
Christoph Hack
Executive Brand Consultant
ExecutiveConsultants
BrandTrust
is the leading
management
consultancy for
effective
brands.
9. 9
BrandTrust has clear borders!
NO
ADVERTISING
NO DESIGN
NO
MARKET RESEARCH
NO EVALUATION
NO
AGENCY WORK
16. Fan Community
Peak Performances
Brand Positioning
Strategic Principles
Breeding Grounds
Brand Rules
Brand Core
Brand touchpoints
Brand Strategy
Brand Image
Communication
Brand Name
Marketing
Logo
Brand Style
17. 17
01. BRANDS ARE EXPRESSED WILL
02. A LITTLE BIT OF BRAND DOESN’T WORK
03. BRANDS DON’T FOLLOW, THEY LEAD
04. PEAK PERFORMANCES ARE THE FUNDAMENT OF EVERY BRAND
05. BRANDS PROVE RATHER THAN CLAIM
06. USUALNESS IS THE ENEMY OF EVERY BFRAND
07. BRANDS ARE ALWAYS DISTINCT
08. BRANDS USE WHATEVER EXISTS IN THE MINDS
09. STRONG BRANDS HAVE STRONG BORDERS
10. BRANDS DON’T GROW BY EXTENSION
11. AWARENESS DOESN’T MEAN ATTRACTIVENESS
12. BRANDS GROW FROM THE INSIDE OUT
The basic laws of brand management
18. In twelve months and with the help
of 20.000 customer- &
buyer-interviews we determined the
resilience of 223 leading brands
of 43 industries in three
countries.
19. 19
Marketing management
§ Good image (reputation)
§ Awareness, advertising efficiency
§ Claim, slogan
§ Good design
§ Campaigns
§ Communication
If marketing manager think of positioning they
think of:
20. 20
Top management
§ Market position
§ Quality- and value increase
§ Maximization of profit
§ Minimization of risks
§ Resist pricing pressure
§ Lower costs
§ Brands are secondary theatre of war
If the top management thinks of positioning it
thinks of:
22. 22
Reason-effect
§ Perception preference à Increasing marketing efficiency
§ Customers pay price markups à Possible increase in price
§ Loyal customers à Enable growth
§ Customers buy other products à Increasing per-capita-profit
§ Customers recommend the brand à Enable growth and increase in price
§ Increasing employee identification à Higher productivity
Effectice brand systems secure double-digit
profit and double-digit growth for the company.
How do you notice that you manage a strong
brand?
24. Copyright
Alle in dieser Dokumentation enthaltenen Strategien, Modelle, Konzepte und Schlussfolgerungen sind
ausschließliches geistiges Eigentum (Ausnahme bei Quellenangaben) von BrandTrust – Brand Strategy
Consultants – und urheberrechtlich geschützt. Sie werden dem Auftraggeber zu dessen ausschließlicher
Nutzung zeitlich unbefristet überlassen. Alle hierin enthaltenen Informationen unterliegen der Geheimhaltung und
sind nur für den Auftraggeber bestimmt. Der Auftraggeber ist nicht berechtigt diese Dokumentation zu
verändern oder außerhalb seines Unternehmens zu veröffentlichen oder zu verbreiten. Diese Bestimmung kann
ausschließlich mit schriftlicher Zustimmung von BrandTrust – Brand Strategy Consultants – abgeändert oder
widerrufen werden. Mündliche Vereinbarungen besitzen keine Gültigkeit.
All the strategies, models, concepts and conclusions incorporated into this documentation are the exclusive
intellectual property (exceptions are source referenced) of BrandTrust – Brand Strategy Consultants and are
protected under copyright. They have been turned over to the client exclusively for his own use for an
unspecified period. All information included in them is to be kept confidential and is intended for the client’s
eyes only. The client is not permitted to change this documentation, make it public outside his own company or
disseminate it in any way. This rule may only be amended or revoked with the express written consent of
BrandTrust – Brand Strategy Consultants. Verbal agreements shall not be deemed valid.
Pfannenschmiedsgasse 1 T +49 (911) 933 57 80 info@brand-trust.de
90402 Nürnberg n Germany F +49 (911) 396 066 www.brand-trust.de
Brand Trust GmbH – Brand Strategy Consultants