K&A MarkenDreieck^®: Technical presentation of the cause-and-effect-chain of the brand in brand positioning

Marketing orientated research has to understand the cause-and-effect-chain and develop an approach for the marketing. That`s why we subsume all research findings in a brand triangle to display the brand mechanism specific.

Thereby the emotional benefit of a brand have to come to the fore with simultaneous consideration of the product in an advertising environment. While successful brands better perform the wishes and needs of their user, they are the best alternative in the market for their special target group cluster. They become for the target group a brand monopol which not only offer reliability but also a specific product benefit and an comprehensible emotional benefit.  

Presented in a brand triangle (see figure) the several elements - beginning with Reason Why and Reason to Believe respectively – based on each other and tell with few items a story which the consumer can understand. Thereby the emotional benefit is never detached from the factual elements.

Successful brands/categories are able to stimulate the factual Reason Whys or product informations enough.