Brand Core Analysis

What is good for the image of a brand cannot be good for the core of a brand - although the image and the brand core are, of course, closely connected to one another. A new advertisement or a new packaging appearance energizes and rejuvenates the brand's core in the short term - even though the brand's core can be potentially damaged here.

• The "brand core", in contrast to the "brand image", is understood as
• the identity of the brand - it's real personality - it's soul, which lies "behind" the superficial image profile;
• the "most unique" character of the brand, which is securely established, is almost immovable and unlike the image, can be changed;
• the basic value of the brand, which remains stable over time.

The idea that comprehension, protection and maintenance portray a deciding factor for successful branding techniques originates in brand core analysis. All marketing measures must be "suited" to the brand core. Otherwise its effect is heavily interfered with and a value of the business (namely the brand core), which is well-groomed over a long period of time through high expenditure, is damaged. Product and communication measures can also be altered in the short-term, particularly if the altered setting is more suited to the brand core. A damaged brand core has in-depth consequences on consumer behavior and on learned and accepted basic conditions. Reparation, even if credibility is considered, is in turn lengthy and expensive.

Through brand core analysis attempts are made to put the character of the brand back on the right track so as to advance to the heart of the brand. To do this numerous techniques are applied, which are frequently borrowed from clinical psychology:

• Formation of association chains: classification of feelings, coherence and "connotations of image" of the brand;
• Analysis of strengths and weaknesses;
• Projective status and future development;
• Projective user description;
• Formation of the analogy: the brand as an animal, plant, car brand, etc. with the description of the corresponding characteristics;
• Description of the brand people - the brand as "a person";
• Establishment of the brand in the context of competing brands on the basis of projective games of the "brands party".