{"id":674,"date":"2020-05-18T11:59:06","date_gmt":"2020-05-18T11:59:06","guid":{"rendered":"https:\/\/www.colibri-research.de\/?page_id=674"},"modified":"2026-08-24T15:18:09","modified_gmt":"2026-08-24T15:18:09","slug":"brand-launch-strategy","status":"publish","type":"page","link":"https:\/\/www.colibri-research.de\/en\/brand-launch-strategy\/","title":{"rendered":"Strategic Brand Management"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"674\" class=\"elementor elementor-674 elementor-653\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a98bb71 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"a98bb71\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b5290d3\" data-id=\"b5290d3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-44c548b elementor-widget elementor-widget-image\" data-id=\"44c548b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1665\" height=\"518\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-1.jpg\" class=\"attachment-full size-full wp-image-659\" alt=\"Marketing Strategy\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-1.jpg 1665w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-1-300x93.jpg 300w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-1-1024x319.jpg 1024w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-1-768x239.jpg 768w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-1-1536x478.jpg 1536w\" sizes=\"(max-width: 1665px) 100vw, 1665px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3f16d912 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"3f16d912\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;animation&quot;:&quot;slideInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-2031248d\" data-id=\"2031248d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-18d3b18b elementor-widget elementor-widget-heading\" data-id=\"18d3b18b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-small\">Brands for People<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f03dbb3 elementor-widget elementor-widget-text-editor\" data-id=\"6f03dbb3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Humans are rarely as cool and rational in their behaviour as is Mr. Spock of the Starship Enterprise. Instead of relying on cold market analyses, they often make quick and unconscious decisions about which product to choose or which button to click. Brands play a central role in this process. They accompany us from childhood, providing warmth and a sense of familiarity. Brands convey values to us and contribute to our identity. They act as signposts, offering guidance and security in an age of oversupply. Through strong branding and a forward-thinking strategy, you can hit the nail on the head with your marketing at the right moment.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-76cffa79\" data-id=\"76cffa79\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-31cedcaf elementor-invisible elementor-widget elementor-widget-image\" data-id=\"31cedcaf\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"665\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/02\/pexels-photo-3148937_orginal2.jpg\" class=\"attachment-large size-large wp-image-521\" alt=\"Idee\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/02\/pexels-photo-3148937_orginal2.jpg 808w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/02\/pexels-photo-3148937_orginal2-300x250.jpg 300w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/02\/pexels-photo-3148937_orginal2-768x639.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-24e162d animated-fast elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"24e162d\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;slideInUp&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8ac9b0c\" data-id=\"8ac9b0c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-7da1895 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7da1895\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e01987f\" data-id=\"e01987f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c24ca3d elementor-widget elementor-widget-text-editor\" data-id=\"c24ca3d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Research shows how consumers&#8217; product perceptions impact their decisions and behaviours, whether consciously or unconsciously. Even disappointing experiences with products from a positively regarded brand are more likely to be forgiven. Innovations appear more interesting and convincing when offered by familiar brands. Ultimately, consumers are more willing to accept higher prices for sustainable products from strong brands. This highlights how profoundly brands influence our perception and actions and highlights the importance of strategic brand management for business success.<\/p><p>The Brand Canvas summarises all relevant aspects regarding the market context, target groups (<a href=\"https:\/\/www.colibri-research.de\/en\/persona-development\/\">persona development<\/a>) and the brand itself:<\/p><ul><li>Your brand\u2019s roots and origin (brand heritage)<\/li><li>The relevant competitor brands (competitive environment)<\/li><li>Your target groups\u2019 profiles (personas)<\/li><li>Your target groups\u2019 desires and inner conflicts (insights)<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-7c743fc\" data-id=\"7c743fc\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e867c83 elementor-widget elementor-widget-text-editor\" data-id=\"e867c83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>Your brand\u2019s value for the consumers (benefits)<br \/>Facts, formulas, and arguments that make the promised benefits credible (reasons-to-believe)<\/li><li>Your brand\u2019s unique and special feature (discriminator)<\/li><li>Your brand\u2019s values and personality (brand values and personality)<br \/>The sense that your brand pursues and conveys (purpose)<\/li><\/ul><p>Using these elements, you can map your brand positioning\u2019s status quo or provide marketers and product developers an outline of the direction in which your brand should develop. The environment in which the brand operates and its \u2018maturity level\u2019 are also important: Is the brand developing in a market niche that is not yet occupied or does it want to defend its position as market leader? Is it still relying on technical and functional strengths or does the brand image already offer the potential for emotional identification?<\/p><p>Our qualitative-psychological studies and workshops inspire developing a robust and resilient brand model that serves as a guide for your strategic brand management.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3b33bf5 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"3b33bf5\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;animation&quot;:&quot;slideInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c4add14\" data-id=\"c4add14\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bd64958 elementor-widget elementor-widget-heading\" data-id=\"bd64958\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-small\">Our Approach<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-900bbcd elementor-widget elementor-widget-text-editor\" data-id=\"900bbcd\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Depending on the level of brand knowledge in your organisation, the process comprises the following modules:<\/p><ul><li><em>Gap Analysis<\/em>: A synopsis and analysis of brand management models used in your organisation at both company and product level reveal secured knowledge, contradictions and knowledge gaps. These are compiled in the individual brand canvas, then the next steps are defined.<\/li><li><em>Brand Identity<\/em>: Interviews with key stakeholders reveal the in-house image of the brand. How do we see the brand? What do we stand for? What benefits do we want to promise?<\/li><li><em>Brand Image<\/em>: The results of existing market research studies are compiled and analysed comparatively. Group discussions and brand workshops with different consumers (e.g. loyal \/ lapsed \/ potential customers) illuminate the brand image in all its facets.<\/li><li><em>Development of the individual brand management model: <\/em>By analysing the internal and external perspective and the competitive environment, the guidelines for strategic brand management are defined. Depending on your objectives, the complex findings from different perspectives are transferred into a brand model in one or more workshops. This illustrates the path from the status quo to possible target positioning with potential.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-44cae91\" data-id=\"44cae91\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1d2bda5 elementor-invisible elementor-widget elementor-widget-image\" data-id=\"1d2bda5\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"756\" height=\"574\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-workshop.jpg\" class=\"attachment-large size-large wp-image-666\" alt=\"marketing-strategy-workshop\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-workshop.jpg 756w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-workshop-300x228.jpg 300w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-352238b elementor-widget elementor-widget-text-editor\" data-id=\"352238b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><em>Impact Workshop<\/em>: Based on the desired target positioning, fields of development and possible marketing measures for the target-oriented brand evolution are elaborated with the help of agile methods.<\/li><\/ul><p><strong>\u00a0<\/strong><\/p><p>Depending on your individual needs, I will support you specifically with individual modules or accompany you throughout the entire strategic brand development and management process.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-875f910 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"875f910\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;animation&quot;:&quot;slideInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-7fb304d\" data-id=\"7fb304d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bbbe10a elementor-widget elementor-widget-heading\" data-id=\"bbbe10a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-small\">Our Toolbox<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5898024 elementor-widget elementor-widget-text-editor\" data-id=\"5898024\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Different methodologies are implemented depending on the sector, target group and exact research requirements:<\/p><ul><li>In <em>expert interviews<\/em>, employees and stakeholders are asked for their view of the brand. In business-to-business studies, expert interviews can provide valuable insights into the wealth of experience that the sales force, wholesalers and specialist dealers have \u2013 they are in daily contact with your customers. We only work with experienced business interviewers who are familiar with the specific terminology of the respective industries and who know the business etiquette.<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83998cf elementor-invisible elementor-widget elementor-widget-image\" data-id=\"83998cf\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"756\" height=\"504\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/workshop_ute.jpg\" class=\"attachment-large size-large wp-image-661\" alt=\"Workshop\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/workshop_ute.jpg 756w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/workshop_ute-300x200.jpg 300w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-6b0ccb2\" data-id=\"6b0ccb2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ddc6501 elementor-widget elementor-widget-text-editor\" data-id=\"ddc6501\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><em>Qualitative in-depth interviews <\/em>allow for a topic-centred but very open course of conversation. This enables an exploration of brand-loyal or change-happy customers\u2019 perceptions of your brand with all its strengths and weaknesses. Qualitative experts use specific conversation management techniques to dig deep underneath the surface of first impressions and answers.<\/li><li><em>Group discussions <\/em>can reflect opinion-forming processes and reciprocal influencing processes, for example when brand loyal users meet less loyal brand users. They also offer a good opportunity to give creative impulses, for example when launching products of new categories under the brand umbrella (brand stretch) or developing ideas for new claims or logos.<\/li><li><em>Projective and creative processes <\/em>playfully offer projection surfaces to bring to light the subconscious ideas associated with a brand. What would the brand look like if it were a physical person? What kind of animal would it turn into? What kind of a party would she throw? The consumer-psychological analysis of such projections reflects important facets of the brand image.<\/li><\/ul><p>\u00a0<\/p><p>Interviews and group discussions can be conducted in a direct exchange or online. The qualitative data are carefully transcribed and evaluated in content analyses, allowing for all important findings to be incorporated into your strategic brand management.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-fd715c8 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"fd715c8\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;animation&quot;:&quot;slideInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-a43cb0d\" data-id=\"a43cb0d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b340f3d elementor-widget elementor-widget-heading\" data-id=\"b340f3d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-small\">Areas of Application and Expertise<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ccf55f9 elementor-widget elementor-widget-text-editor\" data-id=\"ccf55f9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>I have supported my clients\u2019 strategic brand management through qualitative studies with the following objectives:<\/p><ul><li>Brand model development and optimisation<\/li><li>Brand core analyses<\/li><li>Qualitative brand image analyses<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b6f0a28\" data-id=\"b6f0a28\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f81a9e elementor-widget elementor-widget-text-editor\" data-id=\"9f81a9e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li>Investigation of the brand architecture<\/li><li>Evaluation of brand stretchability<\/li><li>Further development of brands in the context of mergers &amp; acquisitions (brand migration)<\/li><li>Analysis of brand communication campaigns<\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ecea6e0 elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"ecea6e0\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;animation&quot;:&quot;slideInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-bdd4eba\" data-id=\"bdd4eba\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a1f395e elementor-widget elementor-widget-heading\" data-id=\"a1f395e\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h3 class=\"elementor-heading-title elementor-size-small\">Business Case<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-105cd81 elementor-widget elementor-widget-text-editor\" data-id=\"105cd81\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u2018Dialogue in the Dark\u2019 is a social franchise offer with the aim of giving normally-sighted people a better understanding of the world that sight impaired and blind people live in. Blind people guide visitor groups through everyday situations engulfed in complete darkness such as a park, a cityscape or a bar \u2013 with all the smells, temperatures, sounds, textures, and movement of air. The \u2018Dialogue House\u2019 also offers workshops for teams and senior managers. Experiencing darkness is an unusual way of making transparent communication in a team, role distribution or leadership behaviour.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b41ad40\" data-id=\"b41ad40\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-fd30aab elementor-invisible elementor-widget elementor-widget-image\" data-id=\"fd30aab\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"756\" height=\"736\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-01.jpg\" class=\"attachment-large size-large wp-image-669\" alt=\"marketing-strategy-\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-01.jpg 756w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/05\/marketing-strategy-01-300x292.jpg 300w\" sizes=\"(max-width: 756px) 100vw, 756px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e1ff336 animated-fast elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"e1ff336\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;animation&quot;:&quot;slideInUp&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2062ccf\" data-id=\"2062ccf\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-cf8eb33 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"cf8eb33\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-64504aa\" data-id=\"64504aa\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cfe87ba elementor-widget elementor-widget-text-editor\" data-id=\"cfe87ba\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In a pro bono project with students, we examined the brand identity and architecture. Conducting qualitative interviews with the team and the client base allowed us to distil the strengths and particularities of \u2018Workshops in the Dark\u2019 for human resource work. We summarised the findings in a brand key, which made the special features tangible \u2013 in the truest sense of the word \u2013 by means of a haptic model with different surfaces. After presenting and discussing the results, we conducted a training session with those team members of the \u2018Dialogue in the Dark\u2019 who advise HR managers on which format is best suited to achieve their objectives. <\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-f970f82\" data-id=\"f970f82\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5f4edd0 elementor-widget elementor-widget-text-editor\" data-id=\"5f4edd0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u201cThe enormously professional and lively presentation really opened our eyes to essential aspects of our own products,\u201d says D\u00f6rte Maack, formerly head of the division \u2018Team Building &amp; Training\u2019. \u201cWe can already use the results directly and are therefore very grateful for the work done.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c0f17db elementor-section-boxed elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"c0f17db\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;animation&quot;:&quot;slideInUp&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cbc8508\" data-id=\"cbc8508\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f104f5f elementor-testimonial--layout-image_above elementor-testimonial--skin-default elementor-testimonial--align-center elementor-arrows-yes elementor-widget elementor-widget-testimonial-carousel\" data-id=\"f104f5f\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;show_arrows&quot;:&quot;yes&quot;,&quot;speed&quot;:500,&quot;autoplay&quot;:&quot;yes&quot;,&quot;autoplay_speed&quot;:5000,&quot;loop&quot;:&quot;yes&quot;,&quot;pause_on_hover&quot;:&quot;yes&quot;,&quot;pause_on_interaction&quot;:&quot;yes&quot;,&quot;space_between&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;space_between_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]},&quot;space_between_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:10,&quot;sizes&quot;:[]}}\" data-widget_type=\"testimonial-carousel.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-swiper\">\n\t\t\t\t\t<div class=\"elementor-main-swiper swiper\" role=\"region\" aria-roledescription=\"carousel\" aria-label=\"Slider\">\n\t\t\t\t<div class=\"swiper-wrapper\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial__content\">\n\t\t\t\t\t<div class=\"elementor-testimonial__text\">\n\t\t\t\t\t\t\"I am collaborating very successfully with Prof. Ute Rademacher for more than 10 years in the context of strategic questions in the digital environment. Besides the high quality of generating valuable consumer insights I would like to highlight her profound understanding of brand and marketing strategies. Particularly in the times of digital transformation and the new demands of customers, her holistic perspective is an absolutely unique asset in our collaboration.\"\t\t\t\t\t<\/div>\n\t\t\t\t\t<cite class=\"elementor-testimonial__cite\"><span class=\"elementor-testimonial__name\">Karl Krainer<\/span><span class=\"elementor-testimonial__title\">Chief Thinker of Gedankenfabrik  (Hamburg & Berlin)<\/span><\/cite>\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-testimonial__footer\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"swiper-slide\" role=\"group\" aria-roledescription=\"slide\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-testimonial\">\n\t\t\t\t\t\t\t<div class=\"elementor-testimonial__content\">\n\t\t\t\t\t<div class=\"elementor-testimonial__text\">\n\t\t\t\t\t\t\"Ute is both professional and inspirational. She is a strategic thinker with boundless energy and enthusiasm for the brands she works on. Colibri is a fantastic resource as a market research partner. I would entrust Ute with my most complex projects and would recommend her to any client or agency who is looking for solid and creative thinking at the same time!\" \t\t\t\t\t<\/div>\n\t\t\t\t\t<cite class=\"elementor-testimonial__cite\"><span class=\"elementor-testimonial__name\">Kate Woods <\/span><span class=\"elementor-testimonial__title\">Founder Show Me Consulting (New York)<\/span><\/cite>\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-testimonial__footer\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-prev\" role=\"button\" tabindex=\"0\" aria-label=\"Previous\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"eicon-chevron-left\"><\/i>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-swiper-button elementor-swiper-button-next\" role=\"button\" tabindex=\"0\" aria-label=\"Next\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"eicon-chevron-right\"><\/i>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-71b4ba3 elementor-section-content-middle elementor-section-full_width elementor-section-height-default elementor-section-height-default elementor-invisible\" data-id=\"71b4ba3\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;,&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;animation&quot;:&quot;slideInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-no\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-31f8060e\" data-id=\"31f8060e\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-24592598 elementor-widget elementor-widget-spacer\" data-id=\"24592598\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-10f170fc\" data-id=\"10f170fc\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3e1fbf3b elementor-widget elementor-widget-heading\" data-id=\"3e1fbf3b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-large\">COLIBRI Research<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3e338f7d elementor-widget elementor-widget-text-editor\" data-id=\"3e338f7d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Prof. Ute Rademacher<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d4b8113 elementor-icon-list--layout-traditional elementor-list-item-link-full_width elementor-widget elementor-widget-icon-list\" data-id=\"d4b8113\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"icon-list.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-icon-list-items\">\n\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-mobile-alt\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">+49 - (0)176 51 08 76 95<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-envelope-square\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">moin(at)colibri-research.de<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-home\"><\/i>\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text\">Lange Reihe 39, 20099 Hamburg \/ Germany<\/span>\n\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Brands for People Humans are rarely as cool and rational in their behaviour as is Mr. Spock of the Starship Enterprise. Instead of relying on cold market analyses, they often make quick and unconscious decisions about which product to choose or which button to click. Brands play a central role in this process. They accompany [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-674","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strategic Brand Management, Brand Image, Brand Identity<\/title>\n<meta name=\"description\" content=\"Colibri-Research, Strategic Brand Management, Gap Analysis, Brand Identity, Brand Image, Development of the individual brand management model\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.colibri-research.de\/en\/brand-launch-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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