Strategic Brand Consultancy
We turn brand questions into decisions.
Well-founded, robust recommendations for decisions that hold even when the environment changes.
Large corporate groups rarely lose market share due to a lack of innovation, but rather because the historically accumulated diversity of divisions, brands and national subsidiaries constrains strategic Agility. When the high degree of specialisation of individual units leads to internal fragmentation, global sales lose their pricing power.
Lünstroth decouples product, division and group brands across all industry boundaries and translates accumulated complexity into a clear, marketable overall system. This streamlines internal processes, strategically brings isolated units together and provides the global sales force with an unambiguous value proposition — to protect corporate value and margins in the long term.
8
Academic disciplines
60+
Mandates
112
Countries internationally
30+
Years of experience
Companies that rely on Lünstroth.
Brand management across international markets
Case study →
Brand architecture and brand management
Brand architecture
Brand integration and brand management
Case study →
Repositioning and brand identity
Case study →
Repositioning after a corporate spin-off
Case study →
Positioning, brand identity, internal brand anchoring
Brand architecture
Brand architecture and management after a merger
Brand architecture for product brands
Brand integration after a merger
Brand relaunch securing a generational handover
Repositioning, brand development, corporate identity
Brand development and brand launch
Brand development for international markets
Brand development in food retail
Private label brand relaunch
Brand development
Development of a quality seal and certification system
Positioning and corporate identity
14 service areas.
Three strategic priorities.
Brand architecture, identity and organisational anchoring — developed from the practice of international mandates.
01
Brand Analysis
Status quo before strategy
02
Positioning
Market role & group role clarification
03
Brand Strategy
Positioning as a leadership decision
04
Brand Management
Steering across time and touchpoints
05
Brand Architecture
Resolving portfolio complexity structurally
06
M&A Brand Integration
Bringing two brand landscapes together strategically
07
Brand as Corporate Architect
Aligning corporate structure and brand logic
08
Range Brand & Own-Label
Naming systems for product families and retail
09
Technology Brand
Price premium through a named technology add-on
10
Brand Development
Brand build, rebranding, complementary brand
11
Naming
Brand names, product names, naming systems
12
Corporate Identity
Brand as a consistent system
13
Internal Brand Anchoring
Aligning teams behind the brand
14
Employer Branding
Employer brand as strategic leadership decision
“Strong brands are built on strategic decisions.”
Assignments. Projects.
Results.
Selected projects from three decades of consulting work. Every assignment begins with a situation that could be solved better with an external perspective.