By implication this means, that intimate knowledge of the market and its channels is necessary in the analysis phase in order to arrive at the right results.
According to these findings, Lünstroth has developed a range of instruments that not only meets classic product brands, but also takes the brand architecture and the complexity of the touch points into account – because an umbrella brand follows deeper nested laws than a consumer product.
An optimal strategy also includes the right arguments for different target groups; the touch points and their relevance for the branding structure and the further development of the company vary widely.
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