Stay fresh!

Stay up to date with our newsletter and find out right away when we launch innovative methods, products, or new approaches.

Subscribe to our newsletter

Cookie policy

We would like to use cookies (Google Analytics and LinkedIn Insight Tag) to optimize our website and communications.

For more information and on how to revoke your consent anytime, refer to our privacy policy.
Strategic. Differentiating. Measurable.

Make brand impact visible and increase it in a targeted manner with Brand Compass

Looking at a brand is one thing. Analyzing its impact holistically is something else entirely. And much more effective. Brand Compass shows where your brand is convincing, where it is overlooked, and how you can create more differentiation in a targeted manner.

The key question:
Where is your brand headed?

In markets where products and services are comparable and prices become transparent with just a few clicks, the pressure on brands increases significantly. There is often a lack of differentiation. Some respond with more communication, a price war, or fall into a state of shock. If everyone runs in a different direction and there is no common thread, the brand becomes arbitrary despite high investments.

Only when your brand generates desire, triggers emotions, and plays a clear role in the market does it unfold its power. A strong brand not only protects against price and competitive pressure: it creates scope for pricing and value creation and ensures brand loyalty. The Brand Compass shows how your brand performs, where it convinces, where it is overlooked, and where you can take targeted action to increase your impact.

Your practical benefit: brand power is no feeling, but a value!

  • Clarity about your brand impact

    You know how your brand is performing and where it is losing impact. This allows you to strengthen your image, relevance, or differentiation in a targeted manner.

  • Systematically increase desirability

    Emotionally relevant values become visible and usable. This is how your brand develops into a true love brand.

  • Reach paired together with relevance

    Awareness is built where it counts: among those target groups for whom your brand is relevant and offers potential.

  • Make brand management measurable

    All measures contribute to key KPIs. This allows you to manage your brand in a targeted and effective manner.

Brands whose power we boost

  • bank99
  • Baumit
  • Brussels Airlines
  • Cewe
  • Drei
  • Generali
  • IDM Südtirol - Alto Adige
  • Kwizda Holding
  • Lufthansa Group
  • Magenta Telekom
  • ÖBB - Austrian Federal Railways
  • OMV
  • ProSiebenSat.1 Media
  • Raiffeisen Bank
  • REWE Group
  • Smile Insurance Agency & IT Solutions
  • Teekanne
  • Tirol Tourism Board
  • Vöslauer
  • WIENER STÄDTISCHE Versicherung AG Vienna Insurance Group
  • Woom Bikes

Process & Result:
Making brand management measurable

Katrin Groiss-Schuster works together with Matthias Obermeier in a workshop - creative brainstorming and a positive atmosphere.

Effective brand management

The Brand Compass quickly creates a well-founded image of your brand. We use this foundation for targeted measures in positioning, communication, and at all important touchpoints.

The result is a management system that provides internal orientation and creates external differentiation. We work closely with you, offering personal advice, regular platform meetings, and a clear focus on impact.

The path to a brand-based strategy

We work along the brand impact chain. This structures all steps – from awareness to loyalty – and makes your brand visible, understandable, and controllable via key KPIs.

We conduct in-depth analyses using tools such as positioning maps, limbic maps, and brand awareness ladders. Qualitative depth meets quantitative precision to create an overall picture that makes brand management measurable.

Our 3-step Brand Compass process

  1. Data

    We conduct a thorough analysis of your brand and link brand KPIs with performance data, market trends, and competitive pressure. Deep dives into the brand experience and internal understanding also reveal implicit strengths and weaknesses.

  2. Action

    Based on the analysis, we prioritize your areas of action and derive measures. Whether positioning, campaign strategy, or touchpoint optimization: each area is given clear goals, KPIs, and plans. This keeps your brand work focused and effective.

  3. Loop

    We continuously measure the impact of your brand. KPIs are regularly reviewed, linked to environmental factors, and trends are made visible. The Brand Compass thus not only offers a review, but also provides foresight for your brand management.

Our clients' successes through Brand Compass

Lufthansa Group

To strategically manage our brand leadership across all group airlines, we rely on continuous tracking in 14 countries. The Brand Power Index developed by marketmind shows how our brands develop in the context of current market trends. The results provide reliable decision-making foundations at board level.

Aircraft of various airlines of the Lufthansa Group with visible tail fins on the tarmac.
Baumit

We wanted to sharpen our brand personality internationally with focus on our processors. The marketmind analysis clearly showed what brings our brand to life and what matters in appearance. The result became the basis for the agency briefing and a completely new campaign that makes our values visible.

Baumit truck delivers a silo container to a company site with several building material silos.
Tirol Tourism Board

We wanted to know how Tirol is perceived in our 12 core markets. The marketmind image measurement clearly showed which values and emotions carry our brand and which visual language works with target groups. This allowed us to specifically adapt our communication style and lay the foundation for a sharpened positioning and strong campaigns.

A cable car with Tirol branding during the mountain ascent - with a view of a turquoise mountain lake and forested Alps.
OMV

We want to be perceived as a quality leader. This international study showed which specific measures (from coffee to charging stations) truly strengthen the image in each country. At the same time, we were able to determine with the help of marketmind how our repositioning works and where it already sharpens our brand management.

OMV gas station with VIVA shop at sunset.
Woom Bikes

We wanted to know where potential still lies in the brand impact chain. Despite high awareness, knowledge that woom comes from Austria was often missing. marketmind helped us differentiate by segments and emotional wording and we now specifically strengthen relevance for older children and further expand our brand positioning.

Child with red bicycle helmet stands with a red Woom children's bicycle in the park.
Generali

We wanted to know how strongly Generali is emotionally and rationally anchored among different target groups and in the competitive environment. The marketmind image measurement clearly showed: where differentiation works, which values carry, and how the brand moves in the value space. Thus, brand management becomes data-based, relevant, and sustainably controllable.

Generali mascot lion in red costume shows thumbs up at a running event.
Raiffeisen Bank

We consider short-term goals from advertising controlling and medium-term ones from brand controlling together. The unified platform developed by marketmind with defined target values helps. At a glance, we see where we stand, where there is still potential, and what to focus on. This creates transparency for all stakeholders.

Runners start at a city marathon under a yellow Raiffeisen Bank archway.
1 of 7

Let's get to know each other!

If you would like to get right to the matter at hand and talk directly with and our marketing expert Daniel Winzer, please select one of the available timeslots.