Brand meaning and orientation

Analysing the brand core

For marketing, rheingold reveals innovative and creative methods that are beyond the scope of traditional market research. We shed light on the unconscious aspects of consumer behaviour. We uncover the behaviourally relevant contexts and factors behind pure market data. Thus, we create the conditions for accurate empirically based predictions and efficient intervention in the markets.

Rapidly changing market conditions really put the pressure on brands. In this environment, brands not only need to be robust enough to cope with the huge demands being put on them but also be able to convey sufficient strength, clarity and differentiation to withstand the permanent onslaught from competitors. However, analysing a brand’s ability to do this requires more than the assessment of simple parameters such as brand awareness and willingness to buy.

Brands are such complex, finely balanced entities that understanding them requires intensive study. This also applies to how brands will fare during the next crisis in which it won’t be size but rather mental, social, emotional strength and adaptability that will determine success.We’ll analyse your brand’s core replete with all of its often unconscious brand characteristics and differing impacts in order to assess the viability of the overall brand composition — the basis for further development and credibility. When interacting with products, brands provide consumers with both guidance and a meaningful framework of understanding.

- Strategic brand management on the basis of efficiency and image analysis
- Brand personality analysis
- Brand attribute analysis
- Analysis of a brand’s potential for development and diversification: New positioning, repositioning and re-launching
- Image creation and modification
- Advertising analysis
A brand´s personality
Brands, like people, have personalities. We at rheingold work with the techniques of morphological market and media research to explore companies’ and brands’ personalities and images. We do this by analysing the psychological associations and context in which consumers experience products and brands. With this information, we are able to provide detailed recommendations for positioning and advertising strategies as well as for product launches, packaging, and product design.
Employer Branding
Why are the best employees always the first to hand in their notice? How attractive is your company to new recruits? And what do your staff really think about you as an employer? Initially psychological analysis involves uncovering the true, mostly hidden, motivations, emotional bonds and other factors that impact on the image of the company amongst its employees. In a joint analysis, rheingold psychologists and Castenow communication experts then investigate what measures are required to improve the company's image and its attractiveness as an employer.
Products and product developments
How do you know if a product is right or not? Depending on the market, product type or more specifically brand or media offering, rheingold can determine exactly how a product should ‘look’ and which are the right measures and concepts to communicate it with.
Positioning, repositioning and re-launching
As society changes, brands can gain or lose importance. Therefore, it is important that brand managers repeatedly “define” and re-calibrate their brands to stay psychologically relevant. It is essential that brands develop in order to stay alive. One aspect of this is to clearly mark their ground.
© 2015 rheingold