© Felten & Cie. / Mussler & Felten, 2008

Communication processes, for example to introduce a new brand or product or for the issue management, usually proceed along a similar path: In the first phase, the focus lies on the perception of the offer in the target group, followed by the generation of preference for the particular concern and finally by the development of loyalty. The achievement of these goals and their contribution to the increase of brand value can be proven by market research as well as measured by further “hard” performance factors (for example turnover / development of marginal return, market share, relative efficiency, employee satisfaction or innovation). Our Case Studies and professional articles show the way we work.