During change processes, brands provide guidance and offer people something they can identify with. By pointing the way, representing goals and communicating strengths, they act as important points of reference for clients, employees, investors and analysts. In addition to this, our recent experience shows that corporate brands are coming under growing pressure to justify themselves, which leads to uncertainty. As traditional ties are dissolved, companies are forced to embrace change. Clients and consumers are increasingly well informed, place demands on companies and critically question products and services. Opinion leaders in the digital world and other networks reinterpret – and redefine – brands. As a result, brands are no longer the sole property of corporations: their target groups also play a major role in shaping them.

In dialogue with various stakeholder groups

In the midst of all this, brands have to actively manage their image, position themselves sustainably and legitimise themselves within society. If they succeed in maintaining this multifaceted dialogue, companies will secure approval for their actions and therefore for pursuing their strategic objectives.

With our cultural and content-driven approach, we give brands a voice and make them capable of change. By doing so, we help firms to harmonise their interests with stakeholders’ expectations via brands. This gives companies the endorsement they need to operate and achieve their strategic goals.

Brand & Market Affairs provides brand analysis, positioning, management and communications during change processes, thereby securing its clients’ licence to operate.

Our service portfolio in the Brand & Market Affairs consulting discipline comprises:

• Perception and effect analysis
• Positioning and brand architectures
• Designing visual and symbolic classification systems
• Naming and corporate design
• Brand communications
• Web 2.0/digital branding