The Task
> Brand Analysis and development of a branding strategy for
Valensina. What does the Valensina brand house look like?
The Situation
> Valensina is the most popular orange juice brand in Germany.
> In 1984 the brand was sold to Procter & Gamble and bought
back in 1998 by former owner and founder Rolf Dittmeyer.
> Meanwhile, the situation of the orange juice market has
changed, Valensina lost shares in the market.
The Aim
> To gain back a strong market position with a revitalised and
strong brand.
The Action: Valensina (brief description)
> Analysis of self-perception (company)
> Analysis of the target groups` perceptions
> Additionally: Analysis of marketers in Germany
First Step / Target Groups: Freelisting
> Modell of free associations
> Evaluation and ranking of associations
> Representative cluster analysis
Second Step / Target Groups: Triad test
> Semantic network analysis
> Analysis of lines of arguments
> Result: Depiction of first results as a computer animated
landscape
Third Step / Target Groups: Written enquiry
> Classical paper-and-pencil enquiry
> Extraction of additional descriptive information
Fourth Step / Target groups: Qualitative Interviews
> Combination of one-to-one interviews and group discussions
> Identification of emotional criteria related to the brand
Valensina
Fifth Step / Branding Strategy and Implementation
> Display of the brand house
> Development of a brand build-up strategy
