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

 

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.

 

 

 
 

SchmidPreissler Brand Equity+Performance©  Programm

 
 

Issue: 01/200

Next Issue: Week 05/2006

 

 

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)

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Brands as a Source of Financing
Christina Schmid-Preissler, SchmidPreissler International Strategy Consultants

There is no doubt that brand equity is turning more and more into a topic for those responsible for brands. There is unanimous agreement that brands today are often the most important asset of a business and that brands are a significant contributor to the success of a company.

Yet, brand equity is still experiencing a niche existence in financing and credit businesses. Even though strong brands are certainly a factor for banks to decide in favor of a customer not only in borderline cases: Strong brands give perspectives to businesses, because brands are a guarantee for what consumers are looking for more and more, namely identity. Especially now in the pre-holiday season we see that people do not simply refuse consumption as economy and politics would postulate. The consumer demands a reform of marketing which must be oriented especially on the change of values, meaning on the changed attitude of people towards values, specifically material values. And the consumer demands to be respected as enlightened consumers who altogether form a knowledge society and thus make decisions in a self-assured and independent manner.

People want neither indoctrination nor seduction. Never before have they been more self-assured with regard to what they do or do not want. What they are looking for is communication, dialogue, clarity and dependability. A brand can offer all of this. A true brand; one which is based on the 7-elements-definition (origin, history, profile, positioning, image, awareness and protection). That 'labels' and names, pseudo brands and other kinds of terms do not have a chance in this process is not only understandable, it is proof that only the brand has access to thinking and action of the people.

Brands possess to a considerable degree the ability to accelerate and expand the potential for the creation of value for businesses. With the consequence that brands could be very interesting to banks as collateral. Surveys have shown that consumers react more quickly to a product launch as a result of a strong brand image. For instance, when it comes to personal computers, IBM, Compaq and HP effect a 3 to 5 months quicker adaptation of new computer generations than, for instance, brands with a weak image, such as Zadan¹, thus being able to accelerate future cash flow. Or let’s look at brand diffusion. Many of the international and global fashion brands achieve 50 or even more percent of the turnover today outside of their core business.

While in Anglo-Saxon countries the brand equity has long been accepted as value for the substance of a business, German companies are just now discovering that brands are not just imaginary superstructures for fashion, cosmetics or computers. Most likely, a reason for this is that brands, despite their recognized importance for businesses, are still often seen as a psychological phenomenon consisting of a series of more or less exactly defined factors.

Often they are assigned a myth which could be mastered and interpreted accordingly with the consequence that the monetary value of the brands is in general more of an estimation or appraisal than comprehensible facts or figures.

With the SchmidPreissler Brand Equity+Performance Program© we have developed a program in which the monetary brand equity can be calculated and which is based on a brand equity that must achieve return-on-investment. This self-imposed obligation to return-on-investment results in a largely practical value which corresponds to a realistic market value.

If you have questions in regards to this program, please do not hesitate to call Tel. +49/8022/91 78-22 Dipl. Vw. Christina Schmid-Preissler.

Quelle: R.K. Srivastava et al. Market-based Assets and Shareholder Value in Journal of Marketing, Vol. 62, January 1998

 

 

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

 

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