Literature for the business leader published by SchmidPreissler International Strategy Consultants, The Lion’s House, D-83703 Gmund am Tegernsee,,




SchmidPreissler Brand Equity+Performance©  Programm


Issue: 10/200

Next Issue: Week 46/2007



Excerpt of further issues topics: Brand Equity and Brand Strategy, Brand Equity and Brand Diffusion, Brand Equity and Company Success, Brand Equity and Sales and Acquisition of Brands or Companies, Brand Equity and Marketing Investment





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A Distinctive Image Increases Brand Equity
Franz Maximilian Schmid-Preissler

In the recent past there was a time where it seemed to be possible to do business with labeled goods, especially in the food industry where it was possible to achieve considerable success with private labels. Sometimes one could even get the impression that the end of the classic brand was near. Indeed, there were success stories where names turned into notions practically overnight. Turbulently developing markets made the impossible possible. The consequences of the change of values and the saturation of the markets, especially in the First World, require us to turn back to classic brand activity.

The 7-elements theory headed by a distinctive image and the conviction that brands are the most valuable asset a company could have in its portfolio, these are the best tools to win over markets and to achieve growth and good revenues.

How much consumers trust a brand is shown by the consumer analysis 2007 from Burda. Trust in the quality of brand products with 67.1% lies distinctly above the basic value of the early 1990’s. Today, more than two thirds of German consumers say (again) “Brand products are qualitative better than labeled or no brand goods”. For a long time now this trust does not only extend to material quality, but also to ecological and social criteria and as the case may be a responsible conduct of the companies behind these brands. He, who reaches for the brand buys quality. He, who offers brands, offers a unique selling proposal that backs up the product. A selling proposal which specifies, distinguishes, structures, stabilizes and offers a correlating profile. This selling proposal still stands, even if the product changes.

Some of our brands seem to lack the self-esteem to stand by their own roots and their distinctive image and to express it. This leads to more and more brand appearances to be alike. For instance, if you omit the brand name of a series of fashion companies, it is very difficult for the consumer to find out which brand philosophy is prevalent. Similar applies to furniture brochures, beer commercials or fragrances and cosmetics.

Brands require a distinguishable image and this image has to have character. They should not try to chum up and please everyone and everywhere. Those responsible for brands accepting this are successful, also when it comes to the material value of the brand.

With the SchmidPreissler Brand Equity+Performance© Program we offer a new tool that provides perspectives for success. If you are interested, we gladly introduce this program to you. 



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Editor: Dipl. Vw. Christina Schmid-Preissler - Assistant Editor: Regina Seago

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