Brand Evaluator. Real company example: Abele Optik

Applied marketing and branding tools

Seminar Paper , 2013 , 10 Pages , Grade: 1,3

Business economics - Offline Marketing and Online Marketing

The following paper is going to evaluate the performance of the brand Abele Optik and will give some recommendations what steps it should take to improve the customer's experience
and what it can do to bring it brand back on track. The aspect of the location and the interior design of the shops will not be evaluated.
A competitive analysis, an examination of the positioning of the brand and strategic recommendations are given in the paper. Moreover marketing and branding tools as for example perceptual maps and the brand pyramid are applied to rebuild the brand.

Inhaltsverzeichnis

• Introduction
• The optometrist industry
  • Competitive analysis
• Positioning of Abele Optik
• Rebuilding the brand
  • The target market
  • New positioning of Abele Optik
  • Brand Pyramid
  • Employer branding
• Conclusion

Zielsetzung und Themenschwerpunkte

This paper evaluates the brand performance of Abele Optik, a family-owned business with 72 shops across Germany, and provides recommendations for improving customer experience and brand positioning. The analysis focuses on the optometrist industry, competitive landscape, and Abele Optik's current positioning. It aims to identify key areas for improvement and suggest strategies to enhance customer satisfaction and brand perception.

• Analyzing the competitive landscape of the optometrist industry in Germany
• Evaluating Abele Optik's current brand positioning and identifying weaknesses
• Developing recommendations for rebuilding the brand and improving customer experience
• Exploring strategies for differentiation and achieving a stronger market position
• Addressing the challenges posed by e-commerce and the changing customer expectations

Zusammenfassung der Kapitel

The paper begins by introducing Abele Optik, a family-owned business with 72 shops across Germany, specializing in glasses, sunglasses, and contact lenses. Despite its success, the company faces challenges in customer satisfaction due to low service quality. The paper aims to analyze the brand's performance and provide recommendations for improvement.

The second chapter delves into the competitive landscape of the optometrist industry in Germany. It highlights the presence of numerous small local shops and strong optometrist chains, creating a fragmented market with high internal rivalry. The chapter also discusses the threat of new entrants, substitutes, and the bargaining power of both customers and suppliers.

The third chapter examines Abele Optik's current positioning. It analyzes the company's target market, frame of reference, points of parity, and points of differentiation. The chapter reveals that Abele Optik's positioning is weak and lacks differentiation from competitors, leading to customer dissatisfaction.

The fourth chapter focuses on rebuilding the brand. It emphasizes the need for a clear target market, a new positioning strategy, and a focus on customer satisfaction. The chapter suggests conducting customer research to identify key customer values and preferences, and to develop a strategy for differentiation.

Schlüsselwörter

The key words and focus themes of the text include brand evaluation, optometrist industry, competitive analysis, customer satisfaction, brand positioning, differentiation, target market, and customer experience. The paper explores the challenges faced by Abele Optik in a competitive market and provides recommendations for improving its brand performance and customer experience.

• College: Catholic University Eichstätt-Ingolstadt (WFI Ingolstadt)
• Course: Branding for Service Excellence
• Grade: 1,3
• Author: Maximiliane Gläsle (Author)
• Publication Year: 2013
• Pages: 10
• Catalog Number: V278510
• ISBN (eBook): 9783656718574
• ISBN (Book): 9783656718567
• Language: English
• Tags: Branding, Marketing tools, Service Excellence, Brand Pyramid, Perceptual Map, Abele Optik, Brand Evaluator