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Identity founder or dying species - are brands still relevant?
lönneker & imdahl rheingold salon
Brands continue to achieve awareness levels of over 90%. Only 5% generally do not know any that they find likeable. This is shown by the findings of a study by rheingold salon on "Experiencing Brands" of Germans on behalf of Dr. Oetker. However, expectations have changed, so that classic brand appearances are now rated worse.
Brands are now required not only to make themselves "famous", but also their customers: Becoming famous is even an explicit wish for 30% of 18-25 year olds. Ideally, more and more customers want to become a brand themselves in their everyday environment, be praised for their style or have as many followers as possible on social media. They should help to develop their own identity in a digitalized world.
