Digitization, online shopping, new market players – the market is constantly changing and with it the relevance and definition of the brands. Which brands are important and what do the products look like? How does the brand appear in today’s zeitgeist of emotional trends?

We include the world of the consumer. Topics are: USP, special features, segmentation, brand repositioning and how they are differentiated from other brands. The brand profile captures emotional and rational aspects of the brand, including multichannel capability.