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.




SchmidPreissler Brand Equity+Performance©  Programm


Issue: 10/200

Next Issue: Week 47/2006



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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The Case of BenQ-Siemens With Regard to Brand Equity
Christina Schmid-Preissler, SchmidPreissler International Strategy Consultants

The abolition of jobs which the bankruptcy of the Siemens mobile phone „buyer“ BenQ caused, is surely of harrowing magnitude. Especially for those affected by it. If and if so how much responsibility Siemens is going to have to take on is going to stay the secret of a few insiders.

After these recent developments, repercussions on the brand equity are not going to stay a secret. Siemens is working on damage control by creating an employee benefit trust and a job exchange where among others the heavily criticized bonuses of Siemens management for one year are supposed to flow into, is surely not going to distract attention from it.

In a globalized market criticism on the conduct of a business becomes global quickly. And when a corporate brand such as Siemens also emerges as a product brand, criticism on such a brand quickly can turn global. Situations as this one have shown in the past, many multinationals have made the painful experience, that criticism on the conduct of the company does not just affect the company, but also its brands. Sometimes it is about labor conditions at production sites of the export processing zone Cavite, south of Manila and sometimes it is about environmental “crimes” such as the deforestation of the rainforest.

The value of products and as such the proceeds they generate and the added value included in the price depends more and more on the brand which accompanies the product and stands for the product and the company performance. The assumption that the quality of a product represents the success of a product is outdated. Nowadays, quality is a matter of course. Research done by renowned institutes in the whole world has shown that quality can only create conditional differentiation in competition.

Often the qualities of different competitors are interchangeable. And more and more often you can find products from assumed competitors which in all actuality come from the same factory. A good example is the shoe production in Asia where without doubt shoes from Nike, Reebok or Adidas could come from the same factory.

We think brand marketing is facing a change of times and instead of applying small corrections, we have to put the basics to the test, we have to rethink everything and get back on target, which in our opinion is going to lead to new successes. In this regard it is imperative to make sure the structure in which the brand life is residing, is sustainable.

How are brands managed and lead? There is a huge difference between management and leadership. To lead also means to be able to make decisions. To manage usually means to execute.

Companies whose leadership waives the right to brand leadership or simply does not get involved in brand leadership, are endangered in their existence in the long run. This realization is prevailing. Even the biggest businesses have more and more often brand managers or brand divisions on a board level.

The way we estimate the case of BenQ-Siemens, those responsible at Siemens have lost track of diligent brand leadership in regards to the brand Siemens of formerly international standing. And this is going to have consequences.



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