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BrandTrust is the leading management
consultancy for effective brands.
2
BrandTrust is the
leading management consultancy
for effective brands.
3
We support companies and institutions to increase
appreciation for their
performances.
How we think about brands.
Brands are value drivers and lighthouses during the change
5
We enable you to look at your brand in a
different way and to uncover hidden business
potential.
Leadership
§  Brand Stra...
6
brands are
communicative
surfaces
brands are
sales
generators
brands are
value drivers
The 3 evolutionary steps in brand...
Who we are.
BrandTrust
Enabling brands to attract people
Alois Dorfner
Senior Brand Consultant
Colin Fernando
Senior Brand Consultant
Tanja Schug
Brand Consultant
Representant Swi...
9
BrandTrust has clear borders!
NO
ADVERTISING
NO DESIGN
NO
MARKET RESEARCH
NO EVALUATION
NO
AGENCY WORK
10
We make brands
manageable.
Our mission
11
headquarters
representatives
We focus on the economically strongest regions in
Europe
12
Pharmaceuticals, Healthcare & MedTech
Ecology & Organics
Financial & Professional Services
Fast Moving Consumer GoodsCh...
13
Pharmaceuticals, Healthcare & MedTech
Ecology & Organics
Financial & Professional Services
Fast Moving Consumer GoodsCh...
14
Our publications
The competence of a strong
and attractive brand.
Fan Community
Peak Performances
Brand Positioning
Strategic Principles
Breeding Grounds
Brand Rules
Brand Core
Brand touch...
17
01. BRANDS ARE EXPRESSED WILL
02. A LITTLE BIT OF BRAND DOESN’T WORK
03. BRANDS DON’T FOLLOW, THEY LEAD
04. PEAK PERFOR...
In twelve months and with the help
of 20.000 customer- &
buyer-interviews we determined the
resilience of 223 leading bran...
19
Marketing management
§  Good image (reputation)
§  Awareness, advertising efficiency
§  Claim, slogan
§  Good design
§  ...
20
Top management
§  Market position
§  Quality- and value increase
§  Maximization of profit
§  Minimization of risks
§  R...
21
Top managementMarketing management
Resilience
indicators
How can both views be combined and be used to
raise brand resi...
22
Reason-effect
§  Perception preference à Increasing marketing efficiency
§  Customers pay price markups à Possible incr...
23
Raises
profit
Minimizes
risiks
Increases
competitiveness
Stimulates
growth
Reduces
costs
Raises
resilience
Brands incre...
Copyright
Alle in dieser Dokumentation enthaltenen Strategien, Modelle, Konzepte und Schlussfolgerungen sind
ausschließlic...
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Brand Trust Company profile

BrandTrust is the leading management consultancy for effective brands in the German-speaking region and was chosen by customers among the top 5 corporate consultancies in the brand, marketing & pricing category in 2017.
BrandTrust is owner-managed, acts completely autonomously and therefore does not conduct any operative business. I.e.
BrandTrust does not conduct advertising, design logos, conduct market research or brand evaluation.
BrandTrust recommendations serve exclusively to improve the client’s marketing efficiency, minimize the risks of brand management and to sustainably increase the value of the brand for the benefit of the client.

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Brand Trust Company profile

  1. 1. BrandTrust is the leading management consultancy for effective brands.
  2. 2. 2 BrandTrust is the leading management consultancy for effective brands.
  3. 3. 3 We support companies and institutions to increase appreciation for their performances.
  4. 4. How we think about brands. Brands are value drivers and lighthouses during the change
  5. 5. 5 We enable you to look at your brand in a different way and to uncover hidden business potential. Leadership §  Brand Strategy §  Portfolio Management §  Business Model Generation §  Brand Steering §  Mission/Vision Development Transformation §  Innovation §  Blue Ocean §  Scenario Planning §  Digitalization §  Change Management §  Cultural Change Positioning §  No.-Positions §  Golden Circle §  Employer Branding §  Customer Insights §  Internal Branding Performance §  Touchpoint Management §  Marketing Consulting §  Brand Tracking §  Engagement §  Product/Process Alignment §  Communication Management Education §  Strategy Seminars §  Leadership Programs §  Ambassador Trainings §  Inhouse Academy §  Digital Brand Program §  Touchpoint Trainings §  Brand Trust Future Circle
  6. 6. 6 brands are communicative surfaces brands are sales generators brands are value drivers The 3 evolutionary steps in brand consciousness
  7. 7. Who we are. BrandTrust Enabling brands to attract people
  8. 8. Alois Dorfner Senior Brand Consultant Colin Fernando Senior Brand Consultant Tanja Schug Brand Consultant Representant Switzerland Nicole Eckle Event and Marketing Nicole Rimser Brand Consultant Benedikt Streb Brand Consultant Martha Kift Brand Consultant Jeannette Marcus Personal Assistant Ingrid Langhammer-Mend Business Administration Manager Eva Köttschau Brand Consultant Philipp Spittel Personal Assistant Head of Back Office Justin Mikoschek Personal Assistant Erika Pfeiffer Accountant Eva Stockhausen Assistant Marketing / Eventmanagement Johanna Otto-Erley Brand Consultant Customer Management& Marketing Andrea Baust Personal Assistant Susanna Wieseneder Executive Consultant Susanne Jech Executive Consultant Personal Assistants Stephanie Hofer Brand Consultant Alexandra Fischbäck Head of Marketing / Customer Management Michele Schmitt Brand Consultant Mirja Frank Assistant Customer Management Manuela Seybold Human Resources Manager Accountants Human Resources Dr. Judith Meyer Brand Consultant Bianca Lücker Brand Consultant Stefanie Berning-Wieczorek Brand Consultant Sebastian Schäfer Brand Consultant Metka Hrovat Senior Brand Consultant Representant Adriatic Bernhard Scholz Brand Consultant Franziska Sanoner Brand Consultant Klaus-Dieter Koch Managing Partner Jürgen Gietl Managing Partner Achim Feige Partner Representant Austria Jasmin Rubner Managing Director Christoph Engl Managing Director Christoph Hack Executive Brand Consultant ExecutiveConsultants BrandTrust is the leading management consultancy for effective brands.
  9. 9. 9 BrandTrust has clear borders! NO ADVERTISING NO DESIGN NO MARKET RESEARCH NO EVALUATION NO AGENCY WORK
  10. 10. 10 We make brands manageable. Our mission
  11. 11. 11 headquarters representatives We focus on the economically strongest regions in Europe
  12. 12. 12 Pharmaceuticals, Healthcare & MedTech Ecology & Organics Financial & Professional Services Fast Moving Consumer GoodsChemicals, Energy, Materials Lifestyle & Luxury Retail, Mail Order & E-Commerce Technology & Automotive Construction & Real EstatePublic Sector, Destination, Tourism & Logistics Telecoms, IT, Media, Entertainment & Security 11BranchenIndustrie s BrandTrust Industry Competence Centers
  13. 13. 13 Pharmaceuticals, Healthcare & MedTech Ecology & Organics Financial & Professional Services Fast Moving Consumer GoodsChemicals, Energy, Materials Lifestyle & Luxury Retail, Mail Order & E-Commerce Technology & Automotive Construction & Real EstatePublic Sector, Destination, Tourism & Logistics Telecoms, IT, Media, Entertainment & Security 11BranchenIndustrie s BrandTrust Industry Competence Centers
  14. 14. 14 Our publications
  15. 15. The competence of a strong and attractive brand.
  16. 16. Fan Community Peak Performances Brand Positioning Strategic Principles Breeding Grounds Brand Rules Brand Core Brand touchpoints Brand Strategy Brand Image Communication Brand Name Marketing Logo Brand Style
  17. 17. 17 01. BRANDS ARE EXPRESSED WILL 02. A LITTLE BIT OF BRAND DOESN’T WORK 03. BRANDS DON’T FOLLOW, THEY LEAD 04. PEAK PERFORMANCES ARE THE FUNDAMENT OF EVERY BRAND 05. BRANDS PROVE RATHER THAN CLAIM 06. USUALNESS IS THE ENEMY OF EVERY BFRAND 07. BRANDS ARE ALWAYS DISTINCT 08. BRANDS USE WHATEVER EXISTS IN THE MINDS 09. STRONG BRANDS HAVE STRONG BORDERS 10. BRANDS DON’T GROW BY EXTENSION 11. AWARENESS DOESN’T MEAN ATTRACTIVENESS 12. BRANDS GROW FROM THE INSIDE OUT The basic laws of brand management
  18. 18. In twelve months and with the help of 20.000 customer- & buyer-interviews we determined the resilience of 223 leading brands of 43 industries in three countries.
  19. 19. 19 Marketing management §  Good image (reputation) §  Awareness, advertising efficiency §  Claim, slogan §  Good design §  Campaigns §  Communication If marketing manager think of positioning they think of:
  20. 20. 20 Top management §  Market position §  Quality- and value increase §  Maximization of profit §  Minimization of risks §  Resist pricing pressure §  Lower costs §  Brands are secondary theatre of war If the top management thinks of positioning it thinks of:
  21. 21. 21 Top managementMarketing management Resilience indicators How can both views be combined and be used to raise brand resilience?
  22. 22. 22 Reason-effect §  Perception preference à Increasing marketing efficiency §  Customers pay price markups à Possible increase in price §  Loyal customers à Enable growth §  Customers buy other products à Increasing per-capita-profit §  Customers recommend the brand à Enable growth and increase in price §  Increasing employee identification à Higher productivity Effectice brand systems secure double-digit profit and double-digit growth for the company. How do you notice that you manage a strong brand?
  23. 23. 23 Raises profit Minimizes risiks Increases competitiveness Stimulates growth Reduces costs Raises resilience Brands increase value for its shareholders and society.
  24. 24. Copyright Alle in dieser Dokumentation enthaltenen Strategien, Modelle, Konzepte und Schlussfolgerungen sind ausschließliches geistiges Eigentum (Ausnahme bei Quellenangaben) von BrandTrust – Brand Strategy Consultants – und urheberrechtlich geschützt. Sie werden dem Auftraggeber zu dessen ausschließlicher Nutzung zeitlich unbefristet überlassen. Alle hierin enthaltenen Informationen unterliegen der Geheimhaltung und sind nur für den Auftraggeber bestimmt. Der Auftraggeber ist nicht berechtigt diese Dokumentation zu verändern oder außerhalb seines Unternehmens zu veröffentlichen oder zu verbreiten. Diese Bestimmung kann ausschließlich mit schriftlicher Zustimmung von BrandTrust – Brand Strategy Consultants – abgeändert oder widerrufen werden. Mündliche Vereinbarungen besitzen keine Gültigkeit. All the strategies, models, concepts and conclusions incorporated into this documentation are the exclusive intellectual property (exceptions are source referenced) of BrandTrust – Brand Strategy Consultants and are protected under copyright. They have been turned over to the client exclusively for his own use for an unspecified period. All information included in them is to be kept confidential and is intended for the client’s eyes only. The client is not permitted to change this documentation, make it public outside his own company or disseminate it in any way. This rule may only be amended or revoked with the express written consent of BrandTrust – Brand Strategy Consultants. Verbal agreements shall not be deemed valid. Pfannenschmiedsgasse 1 T +49 (911) 933 57 80 info@brand-trust.de 90402 Nürnberg n Germany F +49 (911) 396 066 www.brand-trust.de Brand Trust GmbH – Brand Strategy Consultants

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BrandTrust is the leading management consultancy for effective brands in the German-speaking region and was chosen by customers among the top 5 corporate consultancies in the brand, marketing & pricing category in 2017. BrandTrust is owner-managed, acts completely autonomously and therefore does not conduct any operative business. I.e. BrandTrust does not conduct advertising, design logos, conduct market research or brand evaluation. BrandTrust recommendations serve exclusively to improve the client’s marketing efficiency, minimize the risks of brand management and to sustainably increase the value of the brand for the benefit of the client.

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