Value-based Brand Management

In our modern economy, brands now represent one of the most important assets of a company. Targeted brand strategic investments for a specific brand can generate a significant increase in value for a company. These benefits can be found in a price premium or in quantity increase. Furthermore, numerous and varied experiences with companies have taught us that stringent brand management can accelerate and expand cash flow. This relationship between brand and cash flow is valid especially in a difficult economic environment. In these times in particular, customers adopt a risk-free attitude and rely on strong brands, which are often viewed as a quality indicator for the consumer.
The Institute for Brand Equity (IfM) has developed several products for targeted brand strategic design and a value-based brand management approach.

The IfM offers solutions and support in the following areas:

• Brand Evaluation
• Development of Brand Identity (Brand DNA)
• Strategic Brand Positioning
• Elaboration of Brand Image Design based on Brand Value
• Efficient and effective conceptual design of Brand Portfolio
• Identification and evaluation of appropriate partners to form a brand alliance
• Estimate of brand alliance success potential
• Analysis of Brand Management process and optimisation of value-oriented policies
• Analysis and optimisation of marketing budget using developed scoring measures
• Implementation of cost-cutting scoring for agencies
• Compilation of interim brand management