Areas of Expertise 2014

Photos: © Peer-Oliver Brecht

brecht consulting research - strategy - brand equity

§  About Us (3) §  Market Research (4-7) §  Strategy Consulting (8-9) §  Credentials (10-11)

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brecht consulting

research - strategy brand equity

About Us

Vivien Brecht represents the areas of market and trend research and planning. She provides advice and support to her customers beyond mere data collection. This Master of Business Administration (FH) studied market and communication research at the University of Applied Sciences, Pforzheim where she is still a lecturer today. With about ten years of experience in the marketing and communications industry - and over five years as an independent market researcher - she can reference numerous projects. Including for companies like Allianz, Unilever, Coca Cola, Disney, 3M and Weberbank. Vivien Brecht provides intercultural and task-specific advice. Through intensive collaboration with companies, Vivien Brecht provides a bridge between consumers, markets and business partners. Vivien Brecht

Partner

Chris Romano Brecht, Partner

Chris Romano Brecht, areas of expertise: Market research, communications strategy, brand management and corporate strategy. The focus of his consulting is networked thinking and action to support the long term success of customers. This approach views many tasks holistically and often begins with the question "What is behind this?" And ends in the discussion of concrete measures. Chris Romano Brecht stands for visionary thinking and strategic scenario development for products and brands. The foundation of strategic thinking forms a broad knowledge base for analysing market and consumer-specific data. The art of generating the correct data is especially helpful in strategic analysis and provides an accurate compression of the findings in the results. His credentials include brands such as E.ON, Mercedes-Benz, Mazda Europe, Volkswagen Group China, Volkswagen, Loewe and Sparkasse.

brecht consulting

research - strategy brand equity

Closer to the market, Closer to the consumer, Closer to the customer,

Closer to the future. Strategic Market Research brings

you closer to success.

Photos: © Peer-Oliver Brecht

brecht consulting

research - strategy brand equity

Expertise in market research

Read the cards Companies and corporate governance need valid, objective and reliable bases for decision making. Apart from pure market monitoring, marketing patterns, behavior changes as well as the motives behind the attitudes and actions of customers are a guide to success. Competitive advantage ensues from the right balance of knowledge and intuition. We see our task as obtaining the greatest possible insight and therefore do not resort to ready-made standard solutions on any project.

brecht consulting

research - strategy brand equity

Expertise in market research

Market Research Planning and implementation of primary and secondary research §  Qualitative Research: Moderation and analysis of individual exploration, group discussions, creative and expert workshops and innovation camps

§  Quantitative research: Project coordination, briefing, questionnaire development, interpretation and result processing

Trend Research Observation of global development and social change §  Search for indicators of changing aspirations, hopes and fears within a consumer group or a monitored industry sector.

§  Information compression

§  Recommendations for brand management (forecast)

Strategic Planning Matching consumer needs and business requirements §  Analysis of consumer needs to verify the accuracy of the strategic brand identity

§  Insight research and efficiency measuring (in the sense of a scorecard)

brecht consulting

research - strategy brand equity

Expertise in market research

Products § Market research support of products and services from the initial idea through to market readiness § Concept screening: selection of conceptual ideas with potential for success (qualitative and quantitative) § Quantitative concept and product tests

§ Post-tests: performance review shortly after launch

Communications

§ Modular test design for testing brand concepts, advertising and communications on acceptance, efficiency and effectiveness combined

§ Qualitative pre-tests: testing of advertising concepts regarding the impact mechanisms of a campaign idea (cross-media)

§ Quantitative pre-tests: assertiveness and effect of advertising on the brand

§ Quantitative post-tests: advertising effectiveness checks and effectiveness measurement

Brands § Brand research and brand management: ad-hoc analysis and tracking studies § Image studies from different perspectives (internal / external) § Satisfaction and brand loyalty studies

Market § Uncovering the needs and behaviour and secret desires, fears and inhibitions of the target groups as the basis for development of targeted and effective marketing plans. § Needs analysis and market segmentation: ad-hoc analysis and tracking studies

Customer § Determination of satisfaction with products and services as well as uncovering relevant criteria for satisfaction and loyalty.

§ Customer satisfaction analysis: ad-hoc analysis and tracking studies

brecht consulting

research - strategy brand equity

Record, Evaluate, Think, Pursue, Pursue Visions. We take the time - to think of strategies - for you.

Photos: © Peer-Oliver Brecht

brecht consulting

research - strategy brand equity

Expertise in brand consulting

Like a track in the sand The tracks left by brands are left in conversations. And today that requires more than ever professional management of the brand. To be able to leave traces, the brand must be holistically conceived and be the responsibility of top management both internally and externally. With the keen eye of decades of experience, we assist in brand building, brand leadership and control. Classic elements of brand consultancy such as brand core analysis, brand model, concept of brand personality, shape and design of the brand, technical brand leads on the current situation in the market and the strategic principles for brand communication help us in this regard. Our teams are composed of interdisciplinary brand consultants: Each a master of his/her profession from analysts to brand strategists to corporate designers.

brecht consulting

research - strategy brand equity

Expertise in brand consulting

Brand building Bringing a new brand to life means doing a lot of basic work: developing ideas, assessing market potential, developing brand concept, finding the correct name and design, putting a brand identity on all future activities and equipping the restart with appropriate presence and endurance

Brand management Brand image and brand positioning are key to the success of a brand: How to check positioning approaches, brand architecture and implement a mandatory logical derivation of the brand in all divisions as well as the proper measures to refine the relevance and reputation of the brand

Brand control Brand management is a top management task: The culture and core elements of a brand must be supported by management and can be attributed as the greatest force of the organisation. Our instruments measure and evaluate brand activities and provide simple and direct feedback, so a learning curve is quickly established using a scorecard or KPI board.

brecht consulting

research - strategy brand equity

Be the brand, Design the brand, Think the brand, Live the brand,

Direct the brand. Take over strategic branding responsibility for the sustainability of your brand.

Photos: © Peer-Oliver Brecht

brecht consulting

research - strategy brand equity

Expertise in strategy consulting

Lay out a new course Strategic orientation of a company, brand or product category requires careful consideration. Sometimes it's the small strategic adjustments to the portfolio or the brand alignment that secure success. It is the hard process of letting go of the old and getting involved in new thinking. Especially when a dead end has been reached, a clear view on things is helpful to quickly gain momentum. We want to provide strategic inspiration and lead you out of the everyday life and bring together what belongs together in a new combination.

brecht consulting

research - strategy brand equity

Expertise in communications consultancy

Allow new thinking Strategic orientation of a company, brand or product category requires careful consideration. Sometimes it's the little communicative adjustments that lead to success. Sometimes it is the hard process of letting go of the old and getting involved in new thinking. Especially when a dead end has been reached, a clear view on things is helpful to quickly gain momentum. We want to provide strategic inspiration and lead you out of the grey communicative monotony. Our teams are composed of interdisciplinary communication specialists and communications strategists: Each a master of his/her profession.

brecht consulting

research - strategy brand equity

General Credentials.

brecht consulting

research - strategy brand equity

Photos: © Peer-Oliver Brecht

brecht consulting

research - strategy brand equity

Brecht Consulting Vivien Brecht Chris-Romano Brecht Vaihinger Str. 100 70567 Stuttgart Germany vivien (at) brecht.consulting