Strategy | Realgestalt GmbH, Berlin

How Realgestalt builds and sharpens brands

Analysis

Analysis

Target group

Who would you like to appeal?

Services

Interviews, focus groups, personas, costumer journeys, qualitative market research, quantitative market research

Market

Who are the market players?

Services

Market research, store checks, benchmarks, touchpoint-analyses, interviews with distributors, experts, specialized journalists, scientists, qualitative market research, quantitative market research

Trends

Which trends will boost or influence the product / the service?

Services

Futurology, insights, trend research, trend scouts, professional studies, knowledge magazines, expert panel

Product

What is the benefit of product / the service offer?

Services

Core competence, product promise, product benefit, portfolio-analysis: symbolic value, emotional value, status value / prestige, additional benefit, product history

Brand Models

Brand Models

Brand Steering Wheel

Brand Steering Wheel(Esch)

Holistic Model

Holistic Model(Henrion, Ludlow, Schmidt)

Diamond

Diamond(McKinsey)

Pyramid

Pyramid(Kapferer)

Brand Wheel

Brand Wheel(Bates)

Model by Aaker

Model by Aaker

Golden Circle

Golden Circle(Sinek)
Why, how, what?
WhyWhy does your company what it does?
HowHow does your company do, what it does?
WhatWhat does your company do?
Brand Essence

Brand Essence

valid

validCan the brand deliver what it promises?

relevant

relevantHas the product promise value for the target group?

differentiating

differentiatingDoes the brand promise differ from other providers?
Values

Values

measurable

measurableA value is a standard which you admit and by which you can be benchmarked.

binding

bindingIt’s not the uniqueness of your values that makes your brand special, it’s the willingness to allow being assessed from others.

practical

practicalBrand values help the company orientation, the employee management, the product development and the customer loyalty.

non-negotiable

non-negotiableIn the business world everything may be negotiable. But values aren’t.
A brand increases the company value,
binds the employees, attracts the best talents
and turns your customers into brand ambassadors.