Brand Research  
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When it comes to brand research,

in addition to individually tailored image and positioning studies, Konzept & Markt works using the following
standard systems:

  • Brand Census®
  • Brand Control System by Konzept & Markt
  • Brand Performance System by ACNielsen
  • Brands Survey [Marken-Bilanz], by Brandmeyer, Franzen, Pirck
  • Cognitive Mapping
  • Corporate Brands Census®

All three systems are comprehensive instruments for strategic brand control. Whereas the Brand Control System illustrates which image characteristics are decisive for brand success, the Brand Performance System makes brands universally comparable with one another and generates a valuation in units of money. The New Brands Survey analyses potentials for success for individual brands. Together, the three approaches make brand control a calculable quantity. With more than 500 brands already assessed, Konzept & Markt has a particularly solid store of brand valuation experience from which to draw.

The Brand Census® assesses and steers product brands by the use of survey data collected among the
according target groups.

The Corporate Brand Census® evaluates and controls corporate brands taking into consideration all different
stakeholder groups of an organisation.

Cognitive Mapping visualizes brand associations and represents them three-dimensionally in the form of brand
molecules.

Konzept & Markt participates in the practical workshop "Monetary Brand Valuation" on February 27th, 2007,
which is held in Berlin by the "Deutscher Markenverband".

Konzept & Markt actively assists the "DIN-Institut" in evaluating brand valuation standards.

Konzept & Markt is one of the members who established the Brand Valuation Forum (BVF) of the G.E.M. within
the "Deutscher Markenverband".

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