Integrated Brand Analysis and Strategy—Strategic Decision Guidelines for Brand Positioning and Market Strategy

A method for integrated brand analysis and strategy is developed in this work. The foundation of this method is market research, through which the relevance of brand attributes, their evaluation for competing brands and the market performance of these brands on the steps of the buying process are determined. On this basis, the overall evaluation of brands and their number of brand attributes with the best evaluation are calculated so that strategic decision guidelines for overall brand positioning can be deduced. These strategic decision guidelines are securing the brand based on the existing identity/image, developing the brand based on the existing identity/image, developing (pivoting to) a new brand identity/image, whilst securing the strengths of the existing identity/image, and developing a new brand identity/image. On the level of brand attributes, the weighted relevance of attributes and their evaluation difference to the best competitor are calculated so that, again, strategic decision guidelines can be deduced. The strategic decision guidelines on brand attribute level are securing the attributes as the core brand identity (first priority), selecting and developing the attributes to the core brand identity (second priority), securing the attributes as the extended brand identity (third priority), and selecting and developing the attributes as the extended brand identity (fourth priority). Based on the market performance of brands across the stages of the buying process, the conversions between these steps are determined. On this basis, strategic decision guidelines for market cultivation are deduced, i.e., awareness, image, sales, and loyalty strategies. To gain first indications of the validity of the method for integrated brand analysis and strategy, it is applied to food retail and chocolate brands in the German market. Future research should focus on further validating the method and enhancing it by integrating segmenting and targeting processes and, potentially, marketing measures on an operational level.