SchmidPreissler Strategy Consultants at The Lion's House
D-83703 Gmund am Tegernsee. Represented in Berlin, Istanbul, Mumbai, New York, Shanghai and Tokyo


Our philosophy: Successful corporate strategies are market strategies and market strategies are always brand strategies.


SchmidPreissler is the avant-garde among strategy consultants. We serve business leaders worldwide.


With this site we present our brand equity and performance program in the scope of the
subject-matter 'turn of an era and paradigm shift in brand marketing' as a key to safeguarding
brand marketing investments and expenditures. This program is a new norm.
We regard this program to be a milestone in brand marketing already today.






Issue February 2005

Next Issue April 15, 2005



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





More about the Program (english | deutsch)


Zur deutschen Fassung wechseln



The SchmidPreissler Brand Equity+Performance© Program

SchmidPreissler Strategy Consultants develops market oriented corporate strategies; the core of these strategies are brands.

In the judgment of SchmidPreissler, brands are the most valuable assets of ‘brand-driven’ companies. No matter if they are brands of Luxury, Premium, Premium Economy or Economy products¹). Brands are like bursts of light, symbols of excellence.

Brands can only be viewed as the most valuable asset if one knows their value, the

Brand Equity

and intends to work with brands in such a way that this value is going to generate an adequate return, the


The knowledge of business volume and profit margins – as a whole or sorted by products and brands – is not enough anymore to ensure investments and expenditures for the future and to lead brands successfully.

A paradigm shift is required. So far the success of brands has been measured by sales and profits, but now the value of a brand and its return must be part of the brand guidance and the marketing process.

The SchmidPreissler Brand Equity+Performance© Program

We have bundled knowledge and experience, concepts and tools, which have proven successful nationally, internationally, and globally, over many years and on projects for companies of the most diverse branches, into a holistic approach.

So far, most businesses subsume all services they perform for a product with a brand in the marketing process as marketing costs and, in general, they assume that, thanks to the brand which carries the lot, added value and, eventually, profit, are better and higher than would be the case without the use of a brand.

Mostly, the brand is only granted that it is important within the marketing process. The brand, in itself, is sort of the label for the process. In general, it is not granted its own value. However, brands are no ‘means to an end’. They are also no ‘undisclosed reserves’ without being able to claim their added value.

Because this is not being viewed as such or accepted to this day, it is currently not that easy to lead discussion in regards to meaning and value of brands.

The SchmidPreissler Brand Equity+Performance© Program is setting a new course in these changing times and during the paradigm shift in brand marketing.

The SchmidPreissler Brand Equity+Performance© Program leads:

  • to the determination of the brand equity and
  • to a brand leadership which will include the brand value in its strategy and give it a permanent spot.
  • to brand performance and all in all
  • to a brand value oriented way of thinking and course of action

The SchmidPreissler Brand Equity+Performance© Program is opening up across-the-board performance results of the marketing process by centering the brand value and its performance.

The SchmidPreissler Brand Equity+Performance© Program leads to a new and clearer picture which is able to depict what everything and everyone, apart from the other, namely the company and its people, the product and the brand as message bearer and performance guarantee, add to the success of the company.

The SchmidPreissler Brand Equity+Performance© Program allows, for the first time, to determine a return-on-investment attributable to the brand.

The SchmidPreissler Brand Equity+Performance© Program delivers for brand diffusion realistic values for the determination of brand licensing fees.

The SchmidPreissler Brand Equity+Performance© Program opens up new perspectives to configure the ownership structure of brands future-oriented.

The SchmidPreissler Brand Equity+Performance© Program provides solid data on the value of brands for the sale or purchase of businesses.

And, last but not least, the SchmidPreissler Brand Equity+Performance© Program contributes to a faster elimination of deficiencies in the marketing process.

The brand is, as already mentioned, no longer only “a means to an end”. Everything is becoming more transparent. The brand is strengthened. It now has to bring to bear the full power output, according to the value it possesses. But it also can assert itself, for instance, the right to have investments and expenditures take place independently of the general financial situation of the business, exclusively dependent on the demands and expectations made to the brand.

On January 1st, 2005 a dramatic innovation is going to take place in the 25 countries of the European Union which is going to move the subject ‘brand assessment’ into the public.

According to the International Accounting Standards which are mandatory in Europe quoted companies are going to be obligated from that date forward to separately account for immaterial values (such as brands, patents, but also customer relations) on their balance sheets. So far, they had been subsumed under ‘goodwill’.

This is going to lead to businesses having their brand values assessed and disclosed in their balance sheets or they are going to prepare marketing balance sheets, even though they are not required to do so by law, but this will emphasize the recoverability of the assets.

It is assumed that the European Union decree is going to put an end to the hidden-asset-existence of brands. Also in this connection, the SchmidPreissler Brand Equity+Performance© Program is going to provide an excellent service.

The SchmidPreissler Brand Equity+Performance© Program is of interest to all entrepreneurs, who attribute the kind importance to their brands which they are entitled to, namely to be “the symbols of excellence”.

¹) From the SchmidPreissler picture of the market, the Waisted Rectangle©. In this picture there are four segments: the Luxury and Premium segments for wants and the PremiumEconomy and Economy segments for needs.



Corporate Strategies


Market Strategies


Brand Strategies


Brand Development


Brand Diffusion


Brand Leadership


Brand Equity + Performance


Brand Positioning


Brand Protection


Brand Rating


Brand Rules


Brand Net-Added Value


Brand Driven Selective Distribution


The Waisted Rectangle©- The new picture of the consumer goods markets


Global Branding


Knowledge Society as Target Group



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

Copyright © 2005 SchmidPreissler Strategy Consultants. All rights reserved.

© 2005 SchmidPreissler