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.
Table of Contents
1. Introduction
2. The optometrist industry
2.1 Competitive analysis
3. Positioning of Abele Optik
4. Rebuilding the brand
4.1 The target market
4.2 New positioning of Abele Optik
4.3 Brand Pyramid
4.4 Employer branding
5. Conclusion
Objectives and Key Topics
This report evaluates the current brand performance of Abele Optik, identifying deficiencies in customer satisfaction and service quality compared to industry competitors. The objective is to provide actionable recommendations for repositioning the brand and enhancing the overall customer experience through internal brand alignment and improved employee engagement.
- Analysis of the German optometrist market and competitive landscape
- Evaluation of Abele Optik's current positioning and brand perception
- Development of a strategic Brand Pyramid to strengthen internal brand identity
- Optimization of customer service through strategic human resource and recruitment initiatives
Excerpt from the Book
4.3 Brand Pyramid
As a service firm, Abele Optik has to create and build its brand internally. All employees - including front-line employees to managers - have to understand what the core of the brand is. The management team of Abele Optik has to communicate the brand values to everyone inside the organisation to get everybody on board for delivering the brand promise to the customers. Understanding the aim of the company and what role every employee is playing to the overall outcome should be aligned with the message the company wants to deliver via its brand to its customer.
The brand essence is a good way of presenting the core message of the brand to the employees and consequently to the customer. In order to develop the brand essence, a brand pyramid (see figure 2) can be used.
Summary of Chapters
1. Introduction: Presents an overview of Abele Optik as a family-owned business and highlights the discrepancy between its market success and poor customer service ratings.
2. The optometrist industry: Provides an analysis of the German optical market, identifying key trends, growth factors, and the rising threat of e-commerce competitors.
2.1 Competitive analysis: Examines the market structure, focusing on major chains like Fielmann and Apollo-Optik and the necessity for differentiation.
3. Positioning of Abele Optik: Critically reviews the company's current target market, frame of reference, and weak positioning statement that fails to differentiate it from competitors.
4. Rebuilding the brand: Proposes strategic adjustments to the brand, emphasizing the need for clear target audience definition and superior service delivery.
4.1 The target market: Discusses the dual role of glasses as health products and fashion accessories, suggesting a focus on the upper middle class.
4.2 New positioning of Abele Optik: Suggests utilizing market trends and customer research to establish a more distinct and effective value proposition.
4.3 Brand Pyramid: Introduces the Brand Pyramid as a tool to align internal staff with core brand values and the company's ultimate promise to customers.
4.4 Employer branding: Details the importance of recruitment and specialized training to align employee behavior with the desired brand experience.
5. Conclusion: Summarizes the necessity for Abele Optik to refocus on its core values and prioritize the fulfillment of the brand promise through internal communication.
Keywords
Abele Optik, Brand Management, Customer Satisfaction, Optometrist Industry, Service Excellence, Brand Pyramid, Positioning, Competitive Analysis, Employer Branding, Retail Strategy, Market Trends, Customer Experience, Differentiation, Human Resources, Optical Market.
Frequently Asked Questions
What is the core focus of this research paper?
The paper focuses on evaluating the current brand performance of the German family-owned company Abele Optik, specifically addressing its low levels of customer satisfaction and the need for strategic brand repositioning.
What are the central themes discussed in the work?
Key themes include competitive market analysis, brand identity, service quality, the application of the Brand Pyramid model, and the role of employer branding in ensuring consistent service delivery.
What is the primary objective of the study?
The objective is to provide Abele Optik with strategic recommendations to improve customer experience and performance by aligning its brand identity with its organizational behavior.
Which scientific methods are employed in the analysis?
The author uses a qualitative approach, utilizing competitive market analysis (Porter’s Five Forces), brand mapping (Brand Pyramid), and the interpretation of existing customer satisfaction surveys.
What topics are covered in the main section of the book?
The main section covers the current state of the optometrist industry, an analysis of the competitive environment, a critical evaluation of Abele Optik's positioning, and detailed proposals for brand rebuilding and internal organizational alignment.
Which keywords best describe the content?
Key terms include Abele Optik, Brand Management, Customer Satisfaction, Service Excellence, and Competitive Differentiation.
Why is the "Brand Pyramid" considered a critical tool for Abele Optik?
The Brand Pyramid is vital because it helps the company communicate its core values and brand essence to all employees, ensuring that the brand promise is understood and fulfilled at every touchpoint.
How does the author propose to improve customer satisfaction through recruitment?
The author suggests prioritizing the recruitment of candidates with specific personality traits, such as being "nice," team-oriented, and appreciative of diversity, as these soft skills are essential for high-quality service interactions.
What is the role of the "Customer Service Survey" in this evaluation?
The survey data serves as evidence for the company's poor performance relative to competitors like Fielmann and Apollo-Optik, highlighting the urgent need for a strategic turnaround.
- Quote paper
- Maximiliane Gläsle (Author), 2013, Brand Evaluator. Real company example: Abele Optik, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/278510
