scope:

This guideline is intended to put decision-makers in a position in which they can analyze their current situation, systematically implement all steps necessary for introducing a brand and then go on to successfully manage the brand as well. The heart of the guideline is the Brand Coach which is based on the Business Check presented in VDI 4506 Part 1. It is divided into six development phases, from situation analysis to controlling, which are treated in detail in Section 2 of this guideline. Let us briefly survey the main objectives of each phase:

The entry phases puts in place important requirements for the development of your brand: Fundamental aspects of the theme are explained, the special situations as regards the small and medium- sized business and the capital goods sector are examined and a description is given of how this guideline can help in taking a systematic route to your own brand.

The analysis phase shows how you can tackle the objective of developing a brand of your own, examining the actual state of your own company and of your market. You determine what your strengths and weaknesses are and find out what position your company currently occupies in the market. Clear models help you to classify your current target group and to clearly document your current position with regard to your competitors.

The orientation phase explains all of the steps necessary for determining the future orientation of your brand. Here, on the basis of the analysis model from phase 2, you work out not only which target groups will be relevant to you in the future but also a target positioning which shows how you will stand out positively from your competitors in the future.

The probe phase shows how, on the basis of the target positioning and target group definition from phase 3, you can develop a brand strategy appropriate to your company and your market. The Brand Coach then provides you with a tool which allows you to visualize your brand strategy so vividly that it can then be used as a working basis not only for your own brand management process but also for external service providers.

The project planning phase describes which processes and tasks you and your company will be faced with when establishing and managing a brand and how you can organize brand management in your company in such a way that it leads to long-term success.

The implementation and controlling phase is concerned with management of the brand in daily entrepreneurial routine. It presents branding as a dynamic process and explains how success and value creation due to brands can be evaluated.