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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.
Brand Guide as a road map
At the end of the strategy development is a brand guide, which defines and fixes the core thread of the brand management for all implementing institutions. This Brand Guide not only refers to the consumer-oriented touch points but also – depending on the brand system – the company-oriented touch points (employees, sales, PR etc.).
It is a “Brand Bible”. It ensures that the company’s positioning is permanently visible and tangible in its core, leaving enough room for all facets in the different channels
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