Brand power study

Optimizing brand management through value orientation

This publication explains the basic principles of value-based brand management and introduces the rb Profiler methodology. Based on the brand power study of German consumers, three central assumptions are made:

• In contrast to price-focused campaigns in various industries, consumers' price-sensitivity has not risen (compared with study results from 2002)
• None of the analyzed industries addresses more than 60% of possible consumer groups (archetypes)
• Although so-called "Best Agers" target group has a clear profile, few brands address this age segment's values and needs