RB Profiler

RB Profiler provides a unique approach to strategic brand management. Its underlying idea is that the customer buys those brands whose value proposition is consistent with their personal value systems. RB Profiler measures and visualizes the value system of consumers and brands in one value system using the established theoretical principles of the self congruency theory. This innovative branding tool has already been successfully used in various projects in more than 35 countries.

In contrast to common sociodemographic approaches, RB Profiler is based on a comprehensive needs- and value-based understanding of brands and target groups. This enables companies to understand the value profiles of various target groups and directly compare the client's own brands with competitor brands. The tool also makes it possible to compare the value profiles of target groups and to project their expected consumption behavior. The economic relevance of individual target groups can also be determined using specifically criteria.

By visualizing all customer segments and brands in one area (the "joint space"), companies can identify their own brand's positioning among the competition. This reveals market gaps as well as strategic options, and serves as a basis for optimizing the brand portfolio to completely cover the market. Identified strategic options can be easily transformed into a detailed operational brand strategy.

Until now, every RB Profiler project needed to have its own, individual and extensive market-research. Now, with our extensive Typologie der Wünsche (Typology of desires) database, more than 1,800 B2C brands and products can be quickly analyzed using RB Profiler/TdW cooperation.

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