Saturated markets, a highly competitive environment or increasing pressure to succeed are possible reasons, which make a specified growth strategy necessary. The aim is to defend the company’s position in the competitive environment or to systematically attack competitors. However, growth should not be achieved at all costs – but rather guided sustainably and strategically. It is not enough to just use one’s gut feeling for this.
The motivation to grow as a company is often due to external, aggravating conditions, but can also be of intrinsic nature. Entrepreneurial or simply personal drive of the owner can help to accelerate growth – for example when it is part of the vision. It may be the personal ambition or a set goal of the owner to generate higher profit margins and grow yield-orientated.
Another motive can be to use the power of the brand as a customer orientation program for everyone in the company and thus to sustainably anchor and implement the brand as driver for success in the company. Alternatively, you may want to use your brand as “advocate” – as mediator between your company, your brand and the market.
For this purpose, a clear brand strategy should be derived as a first step, meaning that the corporate goals should be reconciled with the brand goals. This basis should then be used to question the structure and organisation of your portfolio, including all brands, selected products, services and product attributes. Afterwards you can position your brand, keeping in mind the desires and needs of the relevant target groups, but also the competition.
Allocation of publications
- Is luxury still luxury?
- Employer Branding: Get out of the ‘Hidden’ niche!
- “Must-haves” einer guten Markenpositionierung I B&C Brand Guide B2B Vol. 2
- Employer Branding
- Konsistentes Markenerlebnis entlang der Customer I B&C Brand Guide B2B Vol. 1
- German luxury brands 2018
- How to manage innovations brand synchronously
- Three brand rules to rule new markets
- Keine Marke sein, geht nicht
- RECARO: Integrated brand management: From strategy to implementation
- Brand dialogue: B2B challenges in the 21st century
- Many German brands are very unsexy
- Brand management is a matter for the boss
- The new style of the Hidden Champions
- Digital Luxury: Luxury brands can shine online
- Why to invest into the brand?
- Brand increases company performance
- Column: German luxury – perfection as recipe for success
- How much expansion can the brand „Bosch“ take? (Absatzwirtschaft)
- The brand shapes the customer experiences
- Study guide: The German luxury brands 2016
- Hidden Champions 2015
- Study guide: The brand champions of gastronomy 2012
- Bosch: Peter Feldmann about the experience/life of a brand positioning in group companies
- DELO: Sabine Herold about the factors of success of a Hidden Champion
- UNITY: Prof. Dr. Hans H. Jung about synchronising brand and innovation
- Judith Williams about the conversion of hurdles into steps
- Alexander Biesalski about the secret to success of strong brands
- Tomasz de Crignis about brand orientated innovations
- Why to invest into brands? 1st B&C Brand Session with Alexander Biesalski
- How do brands work? 2nd B&C Brand Session with Alexander Biesalski
- How to make the brand perceptible? 3rd B&C Brand Session with Alexander Biesalski
- Brand case Vincotech: 4th B&C Brand Session with Eckart Seitter and Alexander Biesalski: