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. Analysing a brand’s ability to do this requires more than the assessment of simple parameters such as brand awareness and willingness to buy however.

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.

We’ll analyse your brand’s core replete with all its often unconscious brand characteristics and differing impacts 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 a brand’s potential for development and diversification: New positioning,
   repositioning and re-launching
 - Image creation and modification
 - Advertising analysis
Prevailing in saturated markets
Lucrative niches and strong USPs are getting harder to find and occupy. Companies are entering markets internationally with innovative products that are very quickly followed up with copy-cat products. Likewise, demand for generic products seems to be saturated and manufacturers have long since said goodbye to the idea of marketing truly unique products.
How to change your brand
In today’s rapidly changing markets, processes such as brand consolidations and mergers are very much on the agenda. This is often associated with how individual brands are evaluated, particularly in terms of their ability to impact target markets and gel with audiences. In turn change processes are initiated change strategies that feature inwardly focussed communication activities targeted at consumers and markets.
Self-awareness is the first step to success
How do people actually see your business? A company’s image is its corporate identity. But it takes more than a pretty logo to achieve. Corporate identity includes business principles, values, objectives, guiding principles and the company’s way of communicating.
A new slant on 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.
© 2015 rheingold