Brand management represents a complex and often underestimated marketing approach. Both in B2C and B2B companies there is often hidden potential in brand management. The aim of brand management is to achieve clear differentiation from competitors' products by means of branding. This requires a common understanding of the brand throughout the whole company, which is consistently communicated to consumers via the various channels of the marketing mix.


The key aspects of brand management are: which features, emotions and values should be communicated via the branding, and how can brand management be consistently developed across the marketing mix? Potential problems with brand management can be put down to the fact that the brand strategy is not clearly based on the corporate strategy. Therefore, the strategic direction and brand objectives are not clearly defined, making external brand communication more difficult.


The different facets of the brand must firstly be identified in order to analyze the various challenges of brand management:

  • Definition of own brand position in comparison to the competition
  • Identification of the brand's strengths and weaknesses in the competitive environment
  • Identification of any untapped and hidden brand potential
  • Brand communication via the marketing mix with a common understanding of the brand

A systematic status quo analysis of brand, customer, competition and market environment provides the basis for specific recommendations for action. General market and industry trends and social and economic developments can also play a role, as can distribution channels and customer touchpoints.  Our brand management projects therefore cover the following topics:

  • Brand strategy
  • Brand audit / status quo analysis
  • Brand benchmarking
  • Market segmentation
  • Brand controlling, including dashboards
  • Portfolio strategy
  • Brand architecture
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