Turning Brands into Value
Whom we address

Business Development

»BIESALSKI & COMPANY is a competent sparring partner in assessing and capitalising our brands’ value.«

Daniel Behres, Head of New Business
& Synergy Management,
RECARO Group

Sales Manager

»Tracking brand-performance based on relevant KPIs makes the impact of our marketing measurable over time and documents the continuous increase of our brand’s value.«

Tino Mocken, CEO/Sales & Marketing, Valensina GmbH

Finance Manager | Controller

»At CLOSED there is just one strategy: Brand! Brand! Brand! The intrinsic brand value and the brand’s desirability shall be increased effectively. BIESALSKI & COMPANY helps us to implement this strategy and to continuously monitor its performance.«

Hans Redlefsen, CEO/Finance,
Closed GmbH

Corporate Finance- and Banking Representative

»BIESALSKI & COMPANY realises the intangible nature of a brand and thus has an excellent reputation in the financing sector.«

Dirk Wagner, Authorised Representative, DAL Structured Finance GmbH

Auditor | Tax Advisor | Lawyer

»Turning the brand into a tangible asset BIESALSKI & COMPANY opens up new possibilities for financing and corporate structuring.«

Martin Wambach, Auditor, Tax Advisor, Managing Partner, Rödl & Partner

M&A-Consultant

»BIESALSKI & COMPANY objectifies the brand performance and provides specific arguments for the brand’s implementation in the transaction process.«

Tobias Rieg, Executive Director, Leonardo & Co. GmbH & Co. KG

Entrepreneur | CEO
Managing Director

»BIESALSKI & COMPANY has shown us in a pragmatic way our brand’s potential which enabled us to communicate internally the importance and understanding of our brand and therefore we were able to establish a ›corporate brand culture‹.«

Volkmar Wywiol, Managing Partner, Stern-Wywiol Gruppe

Supervisory Board | Board of Directors

»A precise and solution-oriented analysis by BIESALSKI & COMPANY creates transparency about the status quo of brand performance and identifies its unused potential.«

Dr. Thomas Andresen, former Member of Supervisory Board at Underberg AG, Member of the Board of Directors at Schlumberger AG, et al.

Marketing- and Brand Manager

»BIESALSKI & COMPANY’s team helped us, while maintaining excellent customer focus, with the development and implementation of innovative tools concerning brand management.«

Holger Busch, Corporate-Marketing Manager, EnBW AG

Business Development

»BIESALSKI & COMPANY is a competent sparring partner in assessing and capitalising our brands’ value.«

Daniel Behres, Head of New Business
& Synergy Management,
RECARO Group

Sales Manager

»The creation and evaluation of business plans for alternative brand concepts has helped us to implement a successful strategy for increasing sales.«

Michael Wiener, Managing Director of Sales and Distribution,
Der Grüne Punkt – Duales System Deutschland GmbH

Finance Manager | Controller

»At CLOSED there is just one strategy: Brand! Brand! Brand! The intrinsic brand value and the brand’s desirability shall be increased effectively. BIESALSKI & COMPANY helps us to implement this strategy and to continuously monitor its performance.«

Hans Redlefsen, CEO/Finance,
Closed GmbH

Corporate Finance- and Banking Representative

»BIESALSKI & COMPANY realises the intangible nature of a brand and thus has an excellent reputation in the financing sector.«

Dirk Wagner, Authorised Representative, DAL Structured Finance GmbH

Auditor | Tax Advisor | Lawyer

»Turning the brand into a tangible asset BIESALSKI & COMPANY opens up new possibilities for financing and corporate structuring.«

Martin Wambach, Auditor, Tax Advisor, Managing Partner, Rödl & Partner

M&A-Consultant

»BIESALSKI & COMPANY objectifies the brand performance and provides specific arguments for the brand’s implementation in the transaction process.«

Tobias Rieg, Executive Director, Leonardo & Co. GmbH & Co. KG

CEO | Managing Director

»The ›rule-of-thumb‹ falls short in today’s business – a profound analysis of sales- and value potential conducted by BIESALSKI & COMPANY supports us with the identification of new potential growth sectors.«

Tobias Bachmüller, Managing Partner, Katjes Fassin GmbH + Co

Supervisory Board | Board of Directors

»A precise and solution-oriented analysis by BIESALSKI & COMPANY creates transparency about the status quo of brand performance and identifies its unused potential.«

Dr. Thomas Andresen, former Member of Supervisory Board at Underberg AG, Member of the Board of Directors at Schlumberger AG, et al.

Marketing- and Brand Manager

»It was fascinating to determine, in cooperation with BIESALSKI & COMPANY, the triggers of our brand’s value and set the direction for future brand implementation.«

Godo Röben, PR/Marketing Manager, Rügenwalder Mühle

Business Development

»BIESALSKI & COMPANY is a competent sparring partner in assessing and capitalising our brands’ value.«

Daniel Behres, Head of New Business
& Synergy Management,
RECARO Group

Sales Manager

»The creation and evaluation of business plans for alternative brand concepts has helped us to implement a successful strategy for increasing sales.«

Michael Wiener, Managing Director of Sales and Distribution,
Der Grüne Punkt – Duales System Deutschland GmbH

Finance Manager | Controller

»At CLOSED there is just one strategy: Brand! Brand! Brand! The intrinsic brand value and the brand’s desirability shall be increased effectively. BIESALSKI & COMPANY helps us to implement this strategy and to continuously monitor its performance.«

Hans Redlefsen, CEO/Finance,
Closed GmbH

Corporate Finance- and Banking Representative

»BIESALSKI & COMPANY realises the intangible nature of a brand and thus has an excellent reputation in the financing sector.«

Dirk Wagner, Authorised Representative, DAL Structured Finance GmbH

Auditor | Tax Advisor | Lawyer

»Turning the brand into a tangible asset BIESALSKI & COMPANY opens up new possibilities for financing and corporate structuring.«

Martin Wambach, Auditor, Tax Advisor, Managing Partner, Rödl & Partner

M&A-Consultant

»BIESALSKI & COMPANY objectifies the brand performance and provides specific arguments for the brand’s implementation in the transaction process.«

Tobias Rieg, Executive Director, Leonardo & Co. GmbH & Co. KG

Entrepreneur | CEO
Managing Director

»BIESALSKI & COMPANY supported us with an entrepreneurial approach to establish an economic understanding of the brand at RECARO.«

Martin Putsch, CEO, RECARO

Supervisory Board | Board of Directors

»A precise and solution-oriented analysis by BIESALSKI & COMPANY creates transparency about the status quo of brand performance and identifies its unused potential.«

Dr. Thomas Andresen, former Member of Supervisory Board at Underberg AG, Member of the Board of Directors at Schlumberger AG, et al.

Marketing- and Brand Manager

»We chose BIESALSKI & COMPANY as the integration of tool competence and an economic perspective to the brand is of vital importance for Bosch.«

Kai Peters, Director of Brand Management and Marketing Communication, Robert Bosch GmbH

Brand Valuation Brand Consulting
OUR TOOLS AND SOLUTIONS

Monetary brand valuation
corresponding to IDW S5
and DIN/ISO

Brand Performance Analysis
MONETARY
BRAND
VALUATION
Brand
Value Calculation

Decision-making logics to answer the question: ‘Which brand structure realises the highest added-value?’

BRANDing
Decision Tools
BRAND
PORTFOLIO
BRAND
ARCHITECTURE
NAMING/
BRANDING

Assistance in finding and
realising the optimal financing solution, using the brand as
a 'security'

BRAND
FINANCING
SOLUTIONS
BRAND Value
ASSESSMENT

Derivation of the strategic, economic, sales and communicative
brand objectives

BRAND Target
Planner
BRAND Value
Capitalisation

Comprehensive brand analysis from the awareness to the added value

Brand
PERFORMANCE Analysis

Concept test
for optimal product/service features

Brand
Concept
test
BRAND Value
Creation

Derivation of budget amount and distribution based on measures’ effects

Marketing
Investment Planner

Determination of an objective royalty rate from the individual brand added value as well as systematic support during the entire license process

BRAND
LICENSING
SOLUTIONS
License
Fee
Deduction
License
Management
Process

Statistical analysis of
brand contents with highest
impact on customer acquisition
and loyalty

Brand
Value Driver
Analysis

Compressed information on
brand success based on
significant KPI overviews and objective evaluations by using analysis schemes

BRAND PERFORMANCE COCKPIT
BRAND Information Systems
BRAND PERFORMANCE REPORT

Planning and controlling of the perceived brand identity
in the target group

Brand
Content Planner

Quantification of existing and strategic sales potentials

Brand
Potential Detector

Identification of price margins and determination
of the optimum price

Price
Potential Detector

Objective and reliable proof
of the brand value in case
of M&A

Brand
Due
Diligence

Optimisation of the operational structures and processes for an integrated brand management

Brand
Process Engineering

Integrated brand controlling from the perspectives
of target group, competition,
added value and measures

BRAND
Score
Card

Brand value – which can be included in the balance sheet – to strengthen the equity base

BRAND
Value
Accounting

Transformation of brand positioning in order to implement it, using concrete guidelines for communication and sales

BRAND
TO MESSAGE
CONVERTER

Development of a credible, relevant and unique positioning based on the ‘Brand Persona’ model

BRAND Positioning Profiler
Brand
Persona
Brand
Book

Target group segmentation according to needs, attitudes and behaviour

Target
Group Decoding

Analysis of the measures’ effects including added value contribution

Marketing
Impact
Measurement

Determination of reputation strength, reputation value and reputation drivers on
corporate level

Corporate
Reputation
Score

Internal and external implementation of the brand in
‘daily business’ through planning and implementing measures

BRAND
Roll
Out

Demonstration of the brand as a company`s ‘hidden asset’ in the context of capital market communication

Brand
Investor
Relations
News

Managing the trademark asset

A.Biesalski and T. Mann talk about the added value that a trademark law can provide for businesses.

Brand synchronous innovation management

T. de Crignis and Prof. Dr. H. Jung demonstrate how the brand supports the market success of innovations.

ISPO 2017

A. Biesalski conducts the discussion “The consumer’s perspective on the transforming sports goods market”

“Think sustainably, lead successfully”

A. Biesalski is giving the keynote speech about “Responsible conduct increases revenue”

RECARO brand film ‘on air’!

RECARO was awarded several times for the film „Feel Performance“.

B&C on Markenlexikon.com

Prof. Karsten Kilian presents B&C on the largest online portal about brands in the German-speaking area.

What is the economy's benefit regarding European Championship Marketing?

A. Biesalski gives the answer to WDR in a radio interview.

B&C promotes "Haus des Stiftens"

Since the beginning of 2016 B&C supports the foundation with its challenges relating to the brand.

Success story RECARO

Integrated Branding at the market leader of airplane seats.

Success story RECARO

Integrated branding: from strategy to implementation

Finally measurable: Sustainability creates sales

New study results show: Sustainability makes up to 13 percent on sales.

Brand – All new in 2016?

T. de Crignis and Dr. A. Wicke report trends for a sustainably profitable handling of the brand.

Which proportion does a brand constitute of the company value?

On an average, a brand constitutes more than 50% of the company value!

The challenges of B2B in the 21st century

Market leaders can’t defend their price premium without excellent branding in the future.

The brand evaluation check in practice

A. Biesalski and Prof. Kilian about the function of brands as ‚steam engines in the industrial society’.

PREVIEW Sustainability Value Score

Social and economic engagement pays off - manufacturers of baby food and frozen food lead.

Brand value – quo vadis?

Alexander Biesalski and Prof. Karsten Kilian about the current status of brand valuation in practice.

How brand can be experienced!

A. Biesalski and T. de Crignis about a practical „instruction manual“, how the brand can credibly be experienced

Digital Luxury

In the magazine ’Markenartikel’, Dr. Andreas Wicke reports on the success factors of luxury brands in the digital world.

More profit with the brand

At the B2B brand conference 2015, A. Biesalski gives a lecture about brand and profit – RECARO contributes the practical case.

Innovation Brunch der AMD

Zum Start des Studiengangs „Design and Innovation Management“ referiert A. Biesalski über „Innovatives Markenmanagement“.

Trade – Mark

A. Biesalski talks at the fireside conversation about the tension field between brands and trademarks within the food industry.

Sustainability among SMEs

Perceivable „sustainability“ reinforces the already existing advantage in trust for SMEs

Confidence in the market for babyfood

In the field of babyfood and-care reputation is the number one sales argument according to A. Biesalski.

Marketingtrends 2015

These marketing Trends matter to the decision makers of the brand industry in 2015.

Customer Orientation

A. Biesalski & E. Seitter (Vincotech) talk about the relevance and management of the brand in the industrial-goods sector.

Status symbol Apple Watch

Alexander Biesalski in an interview with the MDR about Apple's foray into the luxury segment.

"Sustainability" in B2B

A. Biesalski reveals in an interview, why "acting responsibly" is a serious success factor for B2B companies.

Emotion consistently implemented!

With B&C, Vincotech transplates "Empowering your Ideas" in an holistic market presence.

Holistic Branding

Tomasz de Crignis about the possibilities of brand capitalization based on a reliable monetary brand valuation.

Purchasing by good conscience

B&C indentified the share of sales which can be assigned to sustainable engagement of B2C companies.

"Munich" is a power brand

Within a tz interview Alexander Biesalski explains, why the City Munich is a "power brand".

More Emotions!

Pompous luxury vs.understated luxury. There is a common ground, reveals Alexander Biesalski currently in the W&V.

RECARO – a strong brand

BIESALSKI & COMPANY evaluates the global brandstatus for further brand-development.

The brand “Munich“

Together with the tz and Serviceplan, B&C conducts an extensive reader survey with the slogan “What is typical for Munich?”.

Why should you invest into the brand?

In the magazine of the “Marketing-Club München”, B&C explains why “brand pays off”.

21 Hidden Champions

On the occasion of the football world cup triumph, BILD presents our Hidden Champions.

The fascination of luxury

B&C with an article about the strengths of German luxury brands in an international competitive environment.

Underestimated values

Tomasz de Crignis shows up methods of brand valuation and accounting in a seminar organized by Forum Institut for Management.

Elite of German luxury brands

Guest contribution of BIESALSKI & COMPANY about the renaissance of German luxury.

International brand presence

The challenges of global recognition and local adaptation of the brand presence.

B2B brand performance par excellence

Tomasz de Crignis of B&C explained, how a strong brand enhances the corporate performance.

Reputation in the SME sector

A. Biesalski about reputation in the SME sector: "A strong reputation begins in the minds of all employees."

Safe is secure

‘Made in Germany’: Trust advantage of German telecommunication providers in terms of data protection.

Brands from a single mold

B&C about relevance and ensuring a consistent implementation of the brand strategy.

Clone-coffee capsules attack Nespresso

A. Biesalski about the competitive rivalry within the market of coffee capsules.

Successfull Brand Management

In an interview Alexander Biesalski explains the basic requirements for successful brand management.

Brand conference B2B: Best-Practice-Cases

KUKA and Bosch as customers of B&C demonstrate professional brand management.

German Luxury: The winning formula ‘perfection’

A. Lange & Söhne, Bulthaup, Burmester – A. Biesalski explains the success of German manufactures.

Bosch trusts in B&C

By brand extension decisions, Bosch takes advantage of the tool expertise of BIESALSKI & COMPANY.

‚The way to good conscience‘

B&C and Facit Research identify up to 15% additional revenue by commitment to sustainability.

Podcast about brand valuation

Alexander Biesalski answers Mr. Prof. Claessen questions regarding ‘monetary brand valuation’.

‚Earning decently‘ with sustainable engagement

New study of B&C proves benefit for companies commited to sustainability.

How much extension can the Bosch brand take?

Article about the B&C-Tool for Brand-Extension-Decisions for ‚Bosch‘.

Automotive-Expertise

B&C supports BMW Germany providing its brand management expertise.

Book contribution on leadership reputation

J. Becker and A. Biesalski take a closer look at the influence of reputation on corporate value.

BMW: success factor ‚reputation‘

According to B&C and serviceplan, BMW has the greatest success in making profit by reputation.

Capitalising brands

The B&C-method for brandvaluation is generally accepted by leading financial institutions.

Core ambassadors of the brand

Alexander Biesalski about the relevance of “Brand” in the B2B-market gastronomy- and canteen kitchen-trade.

Book review Brand management

Alexander Biesalski about "value oriented brand management – from strategy to realisation"

Behavioural Branding

Employees as ambassadors in value-oriented brand management.




Brand Consulting
Biesalski & Company Brand Valuation
Biesalski & Company Brand Valuation
Biesalski & Company Brand Consulting
Biesalski & Company Brand Management
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Biesalski & Company Markenbewertung