{"id":54835,"date":"2016-10-18T14:15:13","date_gmt":"2016-10-18T12:15:13","guid":{"rendered":"https:\/\/www.kaiwulff.de\/?p=54835"},"modified":"2018-01-04T14:56:19","modified_gmt":"2018-01-04T13:56:19","slug":"brand-performance","status":"publish","type":"post","link":"https:\/\/www.kaiwulff.de\/en\/brand-performance\/","title":{"rendered":"Brand Performance today"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-0\"><div class=\"row double-top-padding single-bottom-padding no-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column text-lead\" ><\/p>\n<h2 style=\"text-align: justify;\">Brand Performance<\/h2>\n<p style=\"text-align: justify;\">Brand study on Brand Performance with a future focus instead of status analysis. This is the approach that GREY Germany and TNS Infratest have taken with the support of the German Marketing Association and the Brand<\/p>\n<p style=\"text-align: justify;\">At the top of the drivers named by over 160 brand managers and marketing decision-makers that determine future viability are well-known and seemingly established values like 'Trust', 'Customer orientation'<\/p>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" id=\"row-unique-1\"><div class=\"row no-top-padding single-bottom-padding no-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_center column_parent col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-middle pos-center align_center column_child col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" style=\" max-width:75%;\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text heading-bigtext\" ><h2 class=\"font-850707 bigtext fontheight-179065\" ><span>\"Trust\"<\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode_text_column text-lead\" ><\/p>\n<p style=\"text-align: justify;\">* At the level of \"Brand Contest\", a brand gains competitive strength by looking from inside out. It takes care of established drivers like performance, relevance or differentiation and is<br \/>\n* To motivate the target group to engage with the brand, Brands Ahead must find their own standpoint at the \"Brand Content\" level. Which Brand Content \u2013 which communicated content<br \/>\n* Relevant content is increasingly determined by the target group's environment. At the \"Brand Context\" level, the brand gains importance when it seamlessly integrates into the everyday life of customers<\/p>\n<p>\n<\/div><div class=\"vc_row row-internal row-container\"><div class=\"row row-child\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-middle pos-center align_center column_child col-lg-12 single-internal-gutter\"><div class=\"uncol style-light\" ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" style=\" max-width:75%;\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text heading-bigtext\" ><h2 class=\"font-850707 bigtext fontheight-179065\" ><span>Six Core Drivers<\/span><\/h2><\/div><div class=\"clear\"><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"uncode_text_column text-lead\" ><\/p>\n<p style=\"text-align: justify;\">\"Everything stays different: this best describes the future challenge. Brand missions, attitudes, performance promises naturally remain important, but increasingly flexible and agile. Brands<\/p>\n<p style=\"text-align: justify;\"><strong>The six core drivers for Brand Performance<\/strong><br \/>\nAnother key finding of the study is that there are no blanket answers for the future viability of brands. These would not reflect the individual brand reality with the number of possible<\/p>\n<p style=\"text-align: justify;\"><strong>Brand in transition. Established drivers remain, but must be reinterpreted.<\/strong><br \/>\nAs \"always important\", known aspects such as trust, customer orientation, performance promise and attitude\/mission are classified. An exciting indicator of brand in transition is the age split. While<\/p>\n<p style=\"text-align: justify;\"><strong>Concentration vs. Complexity.<\/strong><br \/>\nChallenge: The balancing act between the clearly defined brand core and the multiple instruments of brand management.<br \/>\nPrototypical for the balancing act between complexity and concentration is the high approval for the fact that brands don't have to be managed democratically, as well as for the fact that brands can be participatory<\/p>\n<p style=\"text-align: justify;\"><strong>Relevance is created through context. Personal meaning is created through flexible action in the living environment.<\/strong><br \/>\nRelevance, in contrast to static brand positioning, takes on a significantly more dynamic facet. It must reflect the change in situational moods. The ability to react rather than act<\/p>\n<p style=\"text-align: justify;\"><strong>Dialogue depth beats dialogue breadth. Dialogue quality is more important than the variety of dialogue platforms.<\/strong><br \/>\nEspecially against the background of the digitalization of communication, an almost homogeneous picture emerges: the mere possibility of dialogue does not yet allow differentiation. But investment in good dialogue<\/p>\n<p style=\"text-align: justify;\"><strong>More empathy instead of just technology. The benchmark for innovation culture is the person with their needs.<\/strong><br \/>\nInnovation capability is rated higher for one's own brand than for brands overall \u2013 an interesting self-image\/external-image contrast. Decisive is the high approval for innovation to<\/p>\n<p style=\"text-align: justify;\"><strong>Attitude vs. Function.<\/strong><br \/>\nValue promise supplements performance promise. Brands must be equipped for competition on both levels.<br \/>\nKnowing that values don't automatically make a brand future-proof, a clear and lived value attitude of a brand is affirmed by nearly all respondents, as is that behind every trend<\/p>\n<p>\n<\/div><div class=\"uncode_text_column text-lead\" ><\/p>\n<p style=\"text-align: justify;\">\"Brands have the power to reflect values and form value communities. Without the corresponding performance support through the brand, neither the formation of pure value communities nor the<\/p>\n<p style=\"text-align: justify;\">Prof. Dr. Ralf E. Strau\u00df, President of the German Marketing Association, also sees the clear leadership mandate on the side of brand makers: \"However, for the marketing organization itself to be future-proof<\/p>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-1\" data-row=\"script-row-unique-1\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-1\"));<\/script><\/div><\/div><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Brand Performance Markenstudie zur Brand Performance mit Zukunfts-Fokus statt Status-Analyse. Das ist der Ansatz, den GREY Germany und TNS Infratest [...]","protected":false},"author":1,"featured_media":54840,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,120,123],"tags":[130,132,133],"class_list":["post-54835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-allgemein","category-kampagnen","category-marken","tag-werbung","tag-marke","tag-strategie"],"_links":{"self":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts\/54835","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/comments?post=54835"}],"version-history":[{"count":9,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts\/54835\/revisions"}],"predecessor-version":[{"id":55243,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/posts\/54835\/revisions\/55243"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/media\/54840"}],"wp:attachment":[{"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/media?parent=54835"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/categories?post=54835"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kaiwulff.de\/en\/wp-json\/wp\/v2\/tags?post=54835"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}