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  • Brand Equity and Brand Marketing

    BriefLetter Special - Issue 06/2011
    “An anthology of the status of marketing in today’s organizations reveals that marketing is in deep trouble“, is the conclusion of the two scientists Peter Verhoef and Peter Leeflang, which they reached in their recently published contribution to th...
  • Mentor Minister

    BriefLetter - Issue 06/2011
        By Franz M. Schmid-PreisslerWe like to speak about politicians being well advised to learn from entrepreneurs, in all segments. Recently I read in a German newspaper that the founder of Singapore, Lee Kuan Yew, is retiring to his private life at th...
  • Wake up, Europe!

    BriefLetter - Issue 06/2011
    Of course, it is very impressive how the people specifically in Asia with rapidly increasing purchasing power jump at European consumer goods and the sales figures of the marketers are almost exploding. We call them intentionally marketers, because many o...
  • Last Minute!

    BriefLetter - Issue 06/2011
    Who does not know this concept from the world of travel and vacation? One usually thinks of a reasonable price or a huge rebate, in any case one thinks of a real bargain. However, last minute also follows us more and more often to the workplace and into c...
  • Loving brands also means working hard for them

    BriefLetter - Issue 05/2011
    Thoughts by Franz M. Schmid-PreisslerThis is equivalent to saying: No pains, no gains. The perception to simply put money into the advertising budget in order to turn a name into a brand is as wrong as the widespread opinion that if advertising isn’t ...
  • Brand success and the associated increase in brand equity require interdisciplinary reasoning

    BriefLetter Special - Issue 05/2011
    German companies are still often so proud of their engineering skills, that the marketing department is viewed more or less as ‘originator of costs’, whose competence is limited to the development of brochures and special interest advertising and resp...
  • Globalization means showing one’s colors when it comes to marketing consumer goods

    BriefLetter - Issue 05/2011
    Switzerland started it. The Bundesrat in Bern is currently working on a new legislative bill deciding the policy on which products are going to be allowed to show the Swiss flag and which brands are going to be allowed to be associated with the flag in th...
  • "Brand loyalty" is receding

    BriefLetter Special - Issue 04/2011
    „Brand loyalty“ is recedingA German market research institute has determined, that consumers do not take “brand loyalty” that seriously anymore. Before we start singing the song of grief or begin working on the solution of the problem, one should ...
  • "Luxury" endangers the politcal stability in China. Is that really so?

    BriefLetter Special - Issue 04/2011
    Dear BriefLetter Reader Aside from many subject areas the media is dealing with two topics in particular. Our Briefletter Special „Luxury“ endangers the political stability in China. Is that really so?The desire for a life without the pressures of mat...
  • Consumer goods markets after the Japanese reactor disaster

    BriefLetter - Issue 04/2011
    The incident in Fukushima is going to change the world and along with it the consumer goods markets, globally. The world needs a new energy concept and until this happens, energy is going to become tight and expensive and volume growth, which is often tal...
  • Has the traditional marketing of licensed brands become obsolete?

    BriefLetter - Issue 04/2011
    This question does arise.  Recently, marketing of licensed brands has exceeded the bounds of possibility by far, especially under the term of “brand stretching”. In the hope of taking in licensing fees quickly, the innate and natural habitat of brand...
  • Trademark Protection and Brand Equity

    BriefLetter Special - Issue 04/2011
    There are a series of factors that determine the value of a brand. The role a clear positioning, the image, the origin and history play is as important as being anchored on the market and the brand awareness. Shaping the value of a brand naturally also ha...
  • John Galliano – the case that merits particular attention –

    BriefLetter Special - Issue 03/2012
    A comment by Franz M. Schmid-PreisslerHe, who risks human dignity, risks the loss of his own identity. Actually, what is essential has been said about the downfall of the master of fashion John Galliano. And yet, I ask the question why more and more espec...
  • Brand Equity – What is it?

    BriefLetter Special - Issue 02/2011
    According to a publication in the WirtschaftsWoche from end of 2010, Sebastian Schweinsteiger is leading the brand equity ranking of the greatest soccer players active in Germany with a brand equity of 20.7 million Euro. He is followed by Arjen Robben wit...
  • Introduction to Brand Equity & Brand Performance:

    BriefLetter Special - Issue 02/2011
    Brands today are often the “most valuable capital of a business”. What Kapferer stated in 1992 in his book “The Brand” is proven today through numerous analysis in practice. Especially in times of increased competition and a tendency to orientate ...
  • Sales! Sales! Sales! Is that the solution?

    BriefLetter - Issue 03/2011
    The message from this year’s Davos World Economic Forum “turn to less” has not yet faded away and the essay “The New Normal” by Paul Achleitner, chairman of the Allianz insurance group, where he writes about the new reality of the global economy...
  • „There is talk of a shopping frenzy!”

    BriefLetter - Issue 03/2011
    A personal comment by Franz M. Schmid-Preissler The people are shopping again. The media is reporting downright a shopping frenzy. A notable international market research company is expecting the highest growth rate increase in consumption in the last ten...
  • The SchmidPreissler Brand Equity+Performance© Model – In Line with the Criteria of the International Standards Organization (ISO)

    BriefLetter Special - Issue 01/2011
    Brands create value. For the consumer whom they offer valuable guidance in a jungle of offers as well as to the companies who own them. While in the past the monetary brand equity was generally speaking usually determined in case of sale or acquisition, t...
  • Prosperity in Russia and China. A class by itself.

    BriefLetter - Issue 02/2011
    In our opinion, the increase in willingness to buy at the end of the year 2010 has lead to exuberant media coverage and to statements from futurologists and trend researchers that should be treated with caution.The years of plenty are still to come, a Ger...
  • The Food Scandals in Germany

    BriefLetter - Issue 02/2011
    The food scandals in Germany are accumulating. Nevertheless, the media concerns itself with it only for a few days. Consumers apparently have been viewing the whole process fatalistically for quite some time now. The authorities and the government however...
SchmidPreissler SchmidPreissler Strategy Consultants


Specialized in consumer goods related industries, trade and investments.

Independent and personal.

Creative and innovative strategies through intellectual approach: For excellent business results.

Brand equity enforcement and performance, corporate and product brand strategies.

Proven Business Tools:

The Waisted Rectangle©,
the new perception of the consumer market for demand and supply

The 7-Elements-Definition©
of a brand

The ”Enlightened” Consumer©
as target community

The BrandEquity + Performance Program©

The Holistic Corporate Communication Concept©

Special consultancy subjects:

Creating strategic alliances
brand diffusion
joint ventures
mergers & acqusitions

The Waisted Rectangle©

more....

Editor: Dipl. Soz. Maximiliana Schürrle

SchmidPreissler International Strategy Consultants GmbH
The Lion's House
Burgstallerstr. 6
D 83703 Gmund am Tegernsee