FROM OUR RESEARCH WORKSHOP
Brand Survey 2021 – The Importance of the Brand – Focus on Values and Attitude
After the best practice tips “engagement” and “customer centricity”, “brand purpose and attitude” is now THE new success concept for brands. At least this is the impression one gets from the presence of the topic in marketing and management circles for some time now. But is this hype really so relevant and also indispensable for companies in the future? In our 6th brand study, we asked experts and managers.
In an online survey conducted between May and November 2021, we asked 105 participants about the topic and, on the basis of 16 questions, established clear results, developed corresponding key insights and formulated recommendations for action to help our clients develop a strong purpose and attitude.
Brand Survey 2019 – The Importance of Brands – Focus on Brands and Sustainability
More and more companies are putting sustainability on their agenda. What does this mean for top management and brand management? In our 5th brand study “Sustainability and Brand” we asked specialists and executives.
For almost 100 percent of the participants, sustainability is the TOP topic. What the study also proves: implementation is often lacking. The participants advocate anchoring the value of sustainability in a company’s mission statement. Because only what is strategically anchored can be lived.
Brand Study 2018 – The Importance of Brands – Focus on Corporate Design of the Future
This is our 4th brand study and it is dedicated to corporate design in times of digitization and multiple options for communication in media. Over 96% of those questioned in our study continue to see corporate design as essential for building an image. But there are interesting new trends in properties, requirements and decision-making areas.
The results of the study make it clear that “comprehensibility and credibility” have become central demands of the decision-makers on the corporate side. This is also shown by the result for the objective of “pure profiling via corporate design” – second last!
Brand Study 2017 – The Importance of Brands – Focus on Brand Positioning in Practice
Our third brand study is all about positioning, because it is critical to the success for optimal communication. Over 90% of those questioned in our study want to address their target groups in the best possible way with a credible brand positioning. But most of the people in charge have difficulties developing the positioning. This study shows which challenges have to be mastered, who decides and how to work.
One thing has become clear: after FMCG and industry, the brand concept has also reached foundations, associations and public companies.
Brand Study 2016 – The Importance of Brands – Focus on Digitization
Our second study is dedicated to the brand in times of interactive media and the availability of “big data”. The significance of the brand is now beyond doubt, two years after our first survey. Credibility and a high level of differentiation have become important characteristics.
The study shows the biggest challenges facing the brand and which digital communication channels and data play an important role for the respondents. Insights into the use of social networks are also gained.
Brand Study 2014 – The Importance of the Brand
Our first study on brands. Participants are decision-makers from industry and consulting. We wanted to know whether and how the topic of brand management will gain in importance in the future.
97% of those surveyed confirm that the brand is becoming more and more important. But the majority of those surveyed do not yet see “their” brand among the top 3. This study shows which deficits exist there.