Fields of research / Brand

Whoever underestimates the ‘mega-power brand’ in the global economic cycle and does not consistently work on improving their own brand is wasting opportunities.

And even runs the risk of being outdone by other brands which are not necessarily better, but stronger. That’s why we believe successful brand work begins by developing a fundamental understanding of the brand identity in its respective market reality. Based on this status quo definition, goals for the long-term development of the brand are defined in the next step and effective measures are then derived.

Brand positioning

Identity and reality in harmony

At (r)evolution, researching the field of brand positioning includes a multi-optional set of qualitative and quantitative tools that make the brand’s status in its market tangible.

The brand identity
How the brand is viewed from within the company is an essential part of its morphology. High-profile brand personalities develop in cases where employees involved in marketing, customer service and product development view the brand in the same way and consistently live by this brand identity. A ‘Brand Book’, which sets out the guidelines and describes the central brand values, usually acts as the benchmark here. These brand values serve as a reference point in further positioning analyses. If there is no consistently applied and defined brand identity, this must first be developed in workshops and individual interviews.

The brand reality
Every quantitative positioning study should begin by having a deep understanding of the brand reality as perceived by the customer target group. That’s why we hold group discussions and/or individual explorations to record the entire range of features pertaining to how the brand and its competitors are perceived. Brand personalities are then drawn up by having study participants give the brand and its competitors human characteristics in order to identify the image features that are relevant and different for the market in question.

The brand positioning
A quantitative positioning study that is representative of the market finally determines the image profile of relevant market participants and determines drivers that drive the market overall. This allows for an analysis of where one’s own brand image differs and overlaps with the competition. Any potential differences in the brand’s own image and how it is perceived externally can then be identified. In addition, it can then be determined whether the brand’s current positioning is aimed at the right features relevant for influencing the purchasing decision. Based on these analyses, goals can then be defined for the long-term development of the brand.

Brand management

Developing brands sustainably

A brand is not born out of fancy words. The full potential of brand values can only develop when the target group can experience the desired brand values in real life.

A comprehensive brand management instrument that not only takes into account the established image attributes but also assesses the diversity of the individual brand experience in the different phases of the purchasing process is required in order for a brand to achieve its desired target positioning. A brand’s impact is felt wherever the target group comes into contact with your brand. That’s why we don’t only illustrate the customer contact points which can be controlled by the company (e.g. advertising, PoS, website), but also consider the central places of social interaction (e.g. personal recommendation, networks, forums), thereby

enabling the communicative and operational instruments for current and potential customers to be identified which allow your brand to take on the desired target positioning.


Current cases

Impact of physical brand surfaces

Good question: To what extent does the external appearance of a brand, i.e. its physical brand surface, influence the image and performance...

Go to the case

b2b market research at C-Suite level

b2b market research at C-Suite level (e.g. CEOs and CFOs), i.e. market research decision-makers, is notable for its multiple challenges.  But what makes...

Go to the case

Measuring retailer satisfaction correctly

Researching retailer satisfaction is a specific subtype of b2b market research, as retailers often have a very ambivalent relationship with companies whose...

Go to the case

Selected specialist publications

Riddle Response

A holistic view of the topic of response and how this can be influenced in the phases of a project.

Go to publication

Listening what is important

The open questioning of pain points or delighters is part of many surveys, and yet the qualitative insights hidden in the open...

Go to publication

No worries about being replaced by AI

Members of planung & analyse's platform of corporate market researchers (PUMa) are generally positive about AI tools and believe they could make...

Go to publication