Brand
What is a brand?
A brand is a name, symbol, design, or other characteristic that identifies the products and services of a provider, clearly distinguishing them from those of other providers.
Emotionally, the concept of a brand extends far beyond this. Brands are associated with unique benefits, values, mental images, and aspirations. They help customers navigate a world of abundance and make the right choice for their needs.
According to Heribert Meffert, a thought leader and pioneer in the field of marketing, “a brand is an unmistakable mental image of a product or service anchored in the consumer’s psyche.”
Furthermore, the German trademark law (§3 MarkenG) specifies that all signs capable of distinguishing the goods and services of one company from those of another can be protected as trademarks.
What characterizes Strong Brands?
Strong brands…
- invest strategically in impactful marketing activities, thereby increasing their market presence,
- achieve high levels of recognition,
- possess a unique image in the minds and hearts of their target group,
- establish an emotional connection with their target group,
- generate strong desirability,
- are able to command a higher price or drive higher sales volumes,
- on average, account for 49% of a company’s overall value.
How do Brands work?
The brand value chain model explains how brands function step by step, with the ultimate goal being business success, i.e., increased revenue and sales. Each stage is supported by specific, measurable indicators that can be regularly analysed and optimised.
Zur Messung des Markenerfolgs wird eine Marke im Vergleich zu Mitbewerbern mittels Markenanalyse untersucht, Potenziale identifiziert und klare Handlungsempfehlungen zur weiteren Entwicklung der Marke abgeleitet.
To measure brand success, a brand is analysed in comparison to competitors through a brand analysis. This process identifies potential opportunities and provides clear action recommendations for the brand’s further development.
Relevance of Brands
Brands are particularly important for interchangeable products, known as commodities. These products are often very similar in nature and can easily be replaced by another brand. Since the launch of “Yello Strom,” electricity has been associated with the colour yellow. Adhesive rollers are commonly referred to as “Tesa,” cleaning cloths as “Zewa,” and tissues as “Tempo.” These brands have succeeded in establishing almost indistinguishable products as generic terms.
In addition, B2C brands are widely recognised by the general public. However, some of the strongest brands belong to B2B companies, particularly Germany’s hidden champions, which are global market leaders in their fields.
Types of Brands
Product Brands
These brands refer to individual products or product lines, such as Nivea by Beiersdorf.Service Brands
Brands that represent services, such as DHL or Lufthansa.Corporate Brands
Brands that represent an entire company at a broader level, such as Bosch or Apple.Personal Brands
Brands representing individuals, such as prominent personalities or influencers.Geographical Brands
Brands associated with a specific geographical location, such as Bavarian beer.B2C Brands
Brands aimed at end consumers, such as Tamaris.B2B Brands
Brands exclusively targeting businesses, such as ebm-papst or Herrenknecht.
Contact
Would you like an informal consultation on this topic? We would be happy to support you in building or further developing your brand with a future-focused approach.
Our branding experts are available at +49 89 273 73 54 00 or via email at info@biesalski-company.com.
You can also find more information about Biesalski & Company’s services in the area of strategic brand development.
Sources & Recommended Reading
- Biesalski, A./de Crignis, T. (2023). Benchmarks zur Performance von Marken, München.
- Meffert, H., Burmann, C., Koers, M. (2002). Stellenwert und Gegenstand des Markenmanagement. In: Markenmanagement. Gabler Verlag.
