brand trust company profile
TRANSCRIPT
BrandTrust is the leading management consultancy for effective brands.
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Foto unter Blau, MIT Transparenz
BrandTrust is the leading management consultancy
for effective brands.
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Foto unter Blau, MIT Transparenz
Leadership - Brand Strategy - Portfolio Management - Business Model Generation - Brand Steering - Executive Coaching
Transformation - Innovation - Blue Ocean - Digitalization - Change Management
Positioning - Employer Branding - Customer Insights - Internal Branding - Scenario Planning
Performance - Touchpoint Management - Marketing Consulting - Brand Tracking - Engagement - Product & Process Alignment
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
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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
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brands are communicative surfaces
brands are sales generators
brands are value drivers
The 3 evolutionary steps in brand consciousness
Who we are. BrandTrust Enabling brands to attract people
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
Cu
stom
er
Man
agem
ent &
M
arke
tin
g
Andrea Baust Personal Assistant
Susanna Wieseneder Executive Consultant
Susanne Jech Executive Consultant
Per
son
al
Ass
ista
nts
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
Acc
oun
tan
ts
Hu
man
R
esou
rces
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
Exe
cuti
ve
Con
sult
ants
BrandTrust is the leading management consultancy for effective brands.
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BrandTrust has clear borders!
NO ADVERTISING
NO DESIGN
NO MARKET RESEARCH
NO EVALUATION
NO AGENCY WORK
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We make brands manageable.
Our mission
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headquarters representatives
We focus on the economically strongest regions in Europe
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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
11 BranchenIndustries
BrandTrust Industry Competence Centers
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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
11 BranchenIndustries
BrandTrust Industry Competence Centers
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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 touchpoints
Brand Strategy
Brand Image
Communication
Brand Name
Marketing
Logo
Brand Style
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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
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.
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Marketing management
§ Good image (reputation) § Awareness, advertising efficiency § Claim, slogan § Good design § Campaigns § Communication
If marketing manager think of positioning they think of:
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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:
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Top management Marketing management
Resilience indicators
How can both views be combined and be used to raise brand resilience?
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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?
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Raises
profit Minimizes
risiks Increases
competitiveness
Stimulates
growth Reduces
costs Raises
resilience
Brands increase value for its shareholders and society.
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 [email protected] 90402 Nürnberg n Germany F +49 (911) 396 066 www.brand-trust.de
Brand Trust GmbH – Brand Strategy Consultants