Is your brand on the right track? Are you not only doing the right things, but also doing them the right way?
We use analytical tools to determine the strengths and weaknesses and the potential of your brand, and on this basis derive operational and strategic measures – demand-related and fact-based.
DER Touristik is one of the leading tourism groups in Europe, with a broad portfolio of high-profile brands. The group continues to grow, among other things through the acquisition of strong brands. But due in part to the radical digitization of the industry, the brand is becoming more and more important as a strategic success factor. This increasing importance has made it necessary to manage the brand accordingly. Our challenge: How can this brand focus be internalized within the Group?
First, the strategic brand orientation was explicitly anchored in the newly developed vision of the Group. From this, central key performance indicators were developed and established group-wide as key indicators for brand management. In order to be able to measure the developments, an individualized brand controlling instrument was developed on the basis of The BrandTicker. Together with DER Touristik Brand Management, we defined the requirements and basics, and then configured the tool according to the company's needs. This solution made it possible to measure important parameters of the brand on a daily basis or within a defined period of time. The results flow continuously into the optimization of the brand system.
"A professionally managed brand process requires continuous and concentrated support from a wide variety of perspectives and thrives on continuity. Spirit for Brands’ in-depth expertise and sober sparring on many brand issues helps us keep the brand system on track in an industry undergoing profound change."
Lars Bolle, Vice President Group Brand Management & Strategic Marketing DER Touristik
In recent years DEKRA has developed from a national automotive inspector to an international security service provider. Accordingly, the brand's spectrum has expanded massively and its relevance has increased considerably. But how can management strategically manage the brand across many countries and business units?
Spirit for Brands developed an individualized tool for brand controlling based on The BrandTicker. Together with DEKRA Brand Management, the requirements and basics were defined and the tool was then configured according to requirements. This solution made it possible to measure important brand parameters on a daily basis. The results flow directly into strategic brand management.
"Spirit for Brands has been supporting DEKRA very professionally for years as a strategic sparring partner in the continuous optimization of our brand positioning. Since 2017, we have also been using the "Brand Ticker" brand monitor (from Spirit for Brands) to tackle the challenges of internationalization, diversification and digitization in the best possible way."
Stephan Heigl, Director Communication and Brand Management DEKRA
Spirit for Brands Markenberatung GmbH
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