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Ready for all challenges: New positioning for BRAND

Independent and family-owned German company, BRAND, has been a trusted partner and reference in the laboratory industry for almost 70 years. Scientists and lab technicians working in life sciences, pharmaceutics, chemistry and process analytics over the world work with BRAND products daily.



The task

Within the market for high-quality precise lab equipment, from pipette to dispenser, BRAND was a natural leader due to their outstanding product quality. To keep this position, BRAND set a clear goal: Sharpen the brand with end users in the lab but also other target groups – and also update it beyond the basic values like quality and precision.


A solid base: Internal and external analyses

As a project start, we supported the multi-department BRAND project team with the gathering of extensive insights — with both internal and external target groups. For example, BRAND’s international subsidiaries and 300 employees in Germany answered a comprehensive online survey. At the same time we also interviewed 900 end-users around the globe. Lab technicians, lab managers and professors in Germany, France, Great Britain and the U.S., as well as new markets in India and China, gave us valuable insights about their perception of the BRAND brand itself. This gave us confirmation that quality, usability and service were especially important attributes.  

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Simple, easy and efficient

With the help of the survey we could deliver a solid base for finding a new positioning. Employees and customers were shown different concept directions – and a preference was expressed with a great majority: As BRAND customers are expecting simple, easy and efficient tools for their everyday work, they chose the concept “Simple, easy and efficient” which also found many fans among the employees. 


Transition to a new imagery

At the leading international ACHEMA trade fair, BRAND was able to show the first glimpse of their revised brand to the public. For the trade fair communication, we developed new imagery of which communicated simplicity and efficiency by using detailed close-up photography and was displayed at the fair in connection to selected product innovations.


Consistent implementation

In the following months, this strong concept was implemented, beginning with the company website. Kunde & Co’s creative department developed various elements, among them ad motives, a landing page, online-banners and roll-ups as well as social media posts. Now BRAND is empowered to defend its strong position on the more dynamic market and communicate its essential values effectively to all different stakeholders – in a “simple, easy and efficient” way.


What we delivered

  • Internal and external analyses
  • International online survey
  • Positioning concept
  • Visual implementation
  • Imagery
  • Ads
  • Landing page
  • Online-banner
  • Roll-ups
  • Social media posts

Want to know more?

Bjørn Olsen

Partner - Country Manager, Germany
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