[et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” min_height=”80vh” animation_style=”slide” animation_direction=”bottom” animation_duration=”800ms” animation_intensity_slide=”10%” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” custom_padding=”||36px|||” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
What makes a brand? How – and above all: where – is it in the minds of consumers? Questions we answer with Brand Space<\/p>\n
[\/et_pb_text][et_pb_button button_url=”#start” button_text=”This is what Brand Space can do” _builder_version=”4.24.0″ _module_preset=”default” button_bg_color=”RGBA(255,255,255,0)” button_font=”||||||||” button_on_hover=”off” background_layout=”dark” custom_padding=”0px|20px|0px|0px|true|false” global_colors_info=”{}” custom_padding__hover_enabled=”off|hover” custom_padding__hover=”10px|20px|10px|0px|true|false”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ module_id=”start” _builder_version=”4.24.0″ _module_preset=”default” min_height=”80vh” animation_style=”slide” animation_direction=”bottom” animation_duration=”800ms” animation_intensity_slide=”10%” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
[\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]Brands occupy a space in people’s minds with what they offer, do and communicate.
\nThe principal position of this space is determined by the subjective theory.
\nThe extent of space is defined by three dimensions:<\/p>\n
Contents
\nPersons
\nAppearance[\/et_pb_text][et_pb_image src=”https:\/\/good-market.ing\/wp-content\/uploads\/2024\/07\/brand-space.svg” alt=”good-market.ing: Measuring brand feelings. Emotional map.” title_text=”brand space” show_in_lightbox=”on” _builder_version=”4.25.2″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n
Brand space: the three dimensions of people, content, appearance and the central Geisteshaltung define the location and extent of the brand<\/em><\/p>\n [\/et_pb_text][et_pb_text module_class=”wplo-bullet” _builder_version=”4.25.2″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n With Brand Space, we pursue an extremely customer-centred approach to defining a brand: the positioning of a brand is determined by how (potential) customers perceive it and interact with it.<\/p>\n The focus is on the ><\/a>, which connects the brand and the target group. Scientifically speaking, Geisteshaltung is a subjective theory -><\/a> the target group’s mental rule for dealing with the brand (or category)<\/p>\n It is the essence of what the brand stands for and therefore determines the fundamental positioning.<\/p>\n The three dimensions of people, content and appearance with their parameters give shape to the Geisteshaltung.<\/p>\n People – who is involved with the brand?<\/strong><\/p>\n Business source describes the persons who are theoretically eligible for the brand.<\/p>\n Target groups describes the existing target group segments and prioritizes them<\/p>\n Promise describes the benefits customers receive from the brand<\/p>\n Justification describes why customers can believe the promise<\/p>\n Values describe what is important for the brand and customers<\/p>\n Attributes describe how the brand presents itself to the outside world<\/p>\n Only Brand Space can do this:<\/strong><\/p>\n As one of the few models – if not the only one – Brand Space can also represent the “size” of a brand. Depending on how narrowly the dimensions are defined, the result is a more pointed positioning and therefore a “smaller” brand.<\/p>\n For example, a car brand can promise a driving experience similar to that of a living room couch. A rather narrow brand promise. This contrasts with a broad brand promise that opens up the brand, such as \u201eFreude am Fahren”.<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.24.0″ _module_preset=”default” background_color=”#00afff” background_enable_image=”off” background_blend=”soft-light” animation_style=”fade” custom_css_main_element=”display:flex;” global_module=”154″ saved_tabs=”all” global_colors_info=”{%22gcid-f78406cb-f7c1-426b-a8f2-b7c3aabf46ad%22:%91%22background_color%22%93}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.2″ _module_preset=”default” header_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.24.0″ _module_preset=”default” text_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n If you too would like to position a brand, define target groups, design a marketing strategy or develop a business model, talk to us.<\/p>\n [\/et_pb_text][et_pb_button button_url=”tel:+491776880880″ button_text=”Call +49 177 6880880″ _builder_version=”4.24.0″ _module_preset=”default” button_text_color=”#FFFFFF” button_bg_color=”RGBA(255,255,255,0)” button_font=”||||||||” button_on_hover=”off” background_layout=”dark” custom_margin=”||0px||false|false” custom_padding=”|||0px|false|false” custom_css_main_element=”display:inline-block;” global_colors_info=”{}” custom_padding__hover_enabled=”off|hover” custom_padding__hover=”10px|20px|10px|0px|true|false”][\/et_pb_button][et_pb_button button_url=”mailto:los-gehts@good-market.ing” button_text=”los-gehts@good-market.ing” _builder_version=”4.24.0″ _module_preset=”default” button_text_color=”#FFFFFF” button_bg_color=”RGBA(255,255,255,0)” button_font=”||||||||” button_on_hover=”off” background_layout=”dark” custom_margin=”|||-1px|false|false” custom_padding=”|10px||0px|false|false” custom_css_main_element=”display:inline-block;” global_colors_info=”{}” custom_padding__hover_enabled=”off|hover” custom_padding__hover=”10px|20px|10px|0px|true|false”][\/et_pb_button][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.24.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Positioning Brands With Brand Space What makes a brand? How – and above all: where – is it in the minds of consumers? Questions we answer with Brand SpaceBrand Space: The Brand at a GlanceBrands occupy a space in people’s minds with what they offer, do and communicate. The principal position of this space is […]<\/p>\n","protected":false},"author":2,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"class_list":["post-498","page","type-page","status-publish","hentry"],"yoast_head":"\nMore content than any other positioning model<\/h4>\n
I Need an Engineer’s Plan, Too<\/span><\/h2>\n