Target groupWho would you like to appeal?
Interviews, focus groups, personas, costumer journeys, qualitative market research, quantitative market research
MarketWho are the market players?
Market research, store checks, benchmarks, touchpoint-analyses, interviews with distributors, experts, specialized journalists, scientists, qualitative market research, quantitative market research
TrendsWhich trends will boost or influence the product / the service?
Futurology, insights, trend research, trend scouts, professional studies, knowledge magazines, expert panel
ProductWhat is the benefit of product / the service offer?
Core competence, product promise, product benefit, portfolio-analysis: symbolic value, emotional value, status value / prestige, additional benefit, product history
Brand Steering Wheel(Esch)
Holistic Model(Henrion, Ludlow, Schmidt)
Model by Aaker
validCan the brand deliver what it promises?
relevantHas the product promise value for the target group?
differentiatingDoes the brand promise differ from other providers?
measurableA value is a standard which you admit and by which you can be benchmarked.
bindingIt’s not the uniqueness of your values that makes your brand special, it’s the willingness to allow being assessed from others.
practicalBrand values help the company orientation, the employee management, the product development and the customer loyalty.
non-negotiableIn the business world everything may be negotiable. But values aren’t.
binds the employees, attracts the best talents
and turns your customers into brand ambassadors.