To understand the brand
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 mental, social, emotional strength and adaptability that will determine success.
When a logo becomes a brand
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.