Brand Consultancy: Luenstroth Brand Consultants

Luenstroth Brand Consultancy is an independent consulting firm based in Germany. Luenstroth Brand Consultants mainly work for European companies with worldwide interests.

Brand Consultants analyze.

As external experts the Luenstroth Consultants have the view from outside and years of experience within the fields of building brands, transferring brand assets and expanding brand heritages. The deep comprehension of histories of companies and contempory mega trends and the legal know how let the consultants find solutions which internal experts within the corporate complex can’t have any longer.

Brand Consultants optimize.

Every corporate brand must be innovative. Mergers and acquisitions reduce the view to the essential core of a brand leading to a decreasing visibility and dominance. Luenstroth Brand Consultants know the internal and external fields of potential and incorporate inside and outside views and meanings.

Efficient brand system optimization

Since decades Luenstroth Brand Consultants are involved in research of efficient brand drivers. While many marketeers believe in visual assets the bigger potentials of optimizing brand systems are hidden in non visual assets.

Brand Consultants moderate.

Corporate brands do live by people giving them the base and the power. A smart, sensitive way of moderation is necessary to find the best solution for all stakeholders. Luenstroth Brand Consultants know the necessities of international enterprises but also the needs of smaller brand driven companies.
The Brand Consultancy works on sci­en­tific basis, but in rela­tion to hands on rel­e­vant sug­ges­tions and options for the client. To ensure holis­tic sup­port Luenstroth has implemented a strong cre­ative division. The con­sul­tants are located in Biele­feld and Berlin, Ger­many. Luen­stroth works in cor­po­ra­tion with international law firms and mar­ket research com­pa­nies worldwide. The consultants com­bine the sta­bil­ity of the Brand-DNA with trend set­ting brand visions.
Luenstroth Brand Consultants know the automotive sector, suppliers, FMCG, Food and Non-Food, the banking and finance sector and health. And the Brand Consultancy does the best to transfer the deep knowledge from one segment of international markets to the other.

Luenstroth Brand Consultants navigate.

Brand Consultancy: Luenstroth Brand Consultants

Luenstroth Brand Consultancy is an independent consulting firm based in Germany. Luenstroth Brand Consultants mainly work for European companies with worldwide interests.

Brand Consultants analyze.

As external experts the Luenstroth Consultants have the view from outside and years of experience within the fields of building brands, transferring brand assets and expanding brand heritages. The deep comprehension of histories of companies and contempory mega trends and the legal know how let the consultants find solutions which internal experts within the corporate complex can’t have any longer.

Brand Consultants optimize.

Every corporate brand must be innovative. Mergers and acquisitions reduce the view to the essential core of a brand leading to a decreasing visibility and dominance. Luenstroth Brand Consultants know the internal and external fields of potential and incorporate inside and outside views and meanings.

Efficient brand system optimization

Since decades Luenstroth Brand Consultants are involved in research of efficient brand drivers. While many marketeers believe in visual assets the bigger potentials of optimizing brand systems are hidden in non visual assets.

Brand Consultants moderate.

Corporate brands do live by people giving them the base and the power. A smart, sensitive way of moderation is necessary to find the best solution for all stakeholders. Luenstroth Brand Consultants know the necessities of international enterprises but also the needs of smaller brand driven companies.
The Brand Consultancy works on sci­en­tific basis, but in rela­tion to hands on rel­e­vant sug­ges­tions and options for the client. To ensure holis­tic sup­port Luenstroth has implemented a strong cre­ative division. The con­sul­tants are located in Biele­feld and Berlin, Ger­many. Luen­stroth works in cor­po­ra­tion with international law firms and mar­ket research com­pa­nies worldwide. The consultants com­bine the sta­bil­ity of the Brand-DNA with trend set­ting brand visions.
Luenstroth Brand Consultants know the automotive sector, suppliers, FMCG, Food and Non-Food, the banking and finance sector and health. And the Brand Consultancy does the best to transfer the deep knowledge from one segment of international markets to the other.

Luenstroth Brand Consultants navigate.

Brand Development

Many brand consultants think creativity doesn’t play any role in brand affairs. Only facts, market shares and what could be counted in market research and regarding the opinions of consumers and clients are relevant for corporate brands.

Future needs creative approach.

That’s quite true for developments in the past. For a future oriented strategy creativity is necessary: What should be the dominant brand assets in a changing markets and minds? There are no facts and figures one could build a strategy on: Phantasy is needed. That’s the reason every brand needs innovation and creativity.

There are certain parts of a brand, where creativity is an accepted module of engineering them: The claim or slogan as the important promise of a corporate brand.  And – of course – the corporate design, which gives the impression of the brand contents.

For product brands it is the brand development itself, the naming within the product portfolio or the development of recoverable technology- and process brands.

Luenstroth develops these brand-assets with creativity, legal protection and high positional accuracy.

Precise branding

A schematic brand development rarely leads to success. The traditional way of brand development with recourse to old language families (latin / greek) or tried and tested syllable generators generates nonfamiliar constructions.

In fact they fulfill all requirements of  symmetry of type face and the sound of the words, retentivity and bold motifs. But for the involved market circles and consumers they feel strange and synthetically developed for several years. This feeling could be wanted and desired, the conventional approach is going right then.

From an economic point of view it could be more useful to develop the brand with a somehow familiar and so more trustable impression.

Different to product brands corporate brands have other targets: While product brands primarily must prove their effectiveness to consumers and clients, the requirements to corporate brands are much more complex.

The name of a company has an enormous impact inward as well. (In most cases a corporate brand will be a familiar part of a known company; there would be no need for a new development.)

Legal certainty integrated

Despite all assimilations within the last years different worlds in the field of trademark law collide with each other on an international level.

The juridical positivism of Europe stands against the first-in mentality of anglo-saxon countries. The problems of product and brand piracy (not only) in china are an additional problem to face.

These problems are well known at international law firms. But there are only very few brand or trademark developing  creative companies with the regulations and limitations in mind during the development process.

This ignorance leads to several loops in the brand development process – brands are developed, rejected by law firms (or – even worse – registration offices or competitors) and the process starts again (with following loops).The Luenstroth Brand Development process avoids these loops – different law systems and cultural limitations in the target market are taken into consideration from the beginning of the creative process.

Word-, Figurative- or Color Brand?

When talking about brand protection a lot of decision maker think about word- or design brand or a combination of both. Undoubtedly it is still the closest way to protect goods and services from imitators. (But it is still surprising that in the most times word- design marks are getting registered although their protection is much more lower than a seperate word- design mark.)

In the whole constellation of communication the limitation of word- and design brand are not absolutely necessary. The registration of a sound- or smell brand may be more advantageous in the strategy. For example it is possible to protect the sound of a specific motor or its flue gas system. Or the pneumatic sibilate of a machine which sound is significant for the construction.

In general: Another conception for brand protection can avoid sophisticated legal conflicts in front of international courts.

The better the brand development the less high is the risk of consequences.

Within the framework of brand development it is a must to consider the later enforcement on the market. A brand which is not known, is not a brand, it is more a legal protection without economic relevance. Of course, it is possible to establish weak brands as well. From the viewpoint of costs it is more useful to take strong and retentive brands instead of weak ones .

Luenstroth develops product brands for more than 20 years. For the automotive area, technical oriented enterprises and the FMCG-sector: Product brands. Corporate brands. Technology brands. Color brands. For the future we will develop brands we are currently not thinking about.

Brand development: Performance

  • Analysis of  brand architecture and audit of corporate product brands
  • Development of a catalog for brands to be developed includind the definition of the Nice-classes and the planned scope of protection
  • Development of brand-near fields of assoziation
  • Modular creation of brand candidates, linguistic / semiotic check for all target markets included
  • Illustration of the future brand or trademark use in the field of communication and sketches of possible communicative worlds
  • PreTests of brand candidates in the protected field of international registrations
  • Development of a matrix of assessment for possible brand candidates
  • Advice for registration- and usage (word-, word-figurative- or figurative brand or a combination) and illustration of the resulted scope of protection
  • optional: Registration of brands in the target markets at related chanceries

Continous Mandate

In times of agency-pooling and lots of special services control of  brands is growing in their complexity. In addition, fluctuations in the company impair the continuity of the brand.

External expertise strengthens a brand.

Even a ‘simple’ corporate brand control is not trivial – depending on the fluctuation in the fields of communication and marketing or new media channels and target definitions it may happen to get breaks in brand management though.

While in previous times lead-agencies were supposed to be a model for a stable brand, times have changed and brand management is getting more difficult.

Luenstroth Brand Consultancy counts on continous change of a brand with a stable brand core. The external view allows brand consultants to define the border between habit and necessary change.

Brand Services:

  • Development of brand guidelines, definition of  competences and assignment
  • Input and options for adaptions to coming trends and change in target group behavior
  • Development of database systems with constantly updated corporate elements
  • Implementation, support or surveillance

Decision Makers Support

Decision makers support means permanent consulting and supports in brand related issues. During a typical project consulting, responses can be longer lasting depending on the complexity of the tasks and the corporate brand architecture.

Within the decision makers support a fast response is guaranteed in shortest possible reaction time: The security of quick decisions is fundamentally increasing.
The conventional time lag by involving different divisions of the company is avoided – fast and responsible reaction in brand areas is possible.

The Brand Consultancy

  • is always aware of possible legal risks, often faster in communication and brand issues than the legal department
  • develops solutions for challenges without any time lag
  • gives advice before problems occur