When a logo becomes a brand

Analysing 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.
Brands’ images are constantly changing; as time goes by, these images can become more or less attractive to consumers. In order to prevent a brand image from going stale, companies need to be constantly aware of the brand associations their consumers hold and know how to re-direct consumers towards the brand by using psychologically impactful communication measures.
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