{"id":577,"date":"2006-01-01T06:00:16","date_gmt":"2006-01-01T05:00:16","guid":{"rendered":"http:\/\/2021.isk-institut.de\/?post_type=jetpack-portfolio&#038;p=577"},"modified":"2021-03-09T12:13:05","modified_gmt":"2021-03-09T11:13:05","slug":"brand-guiding-principle","status":"publish","type":"jetpack-portfolio","link":"https:\/\/isk-institut.de\/en\/portfolio\/brand-guiding-principle\/","title":{"rendered":"Brand guiding principle"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull has-accent-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<h1 class=\"has-text-align-left has-buttons-text-color has-text-color wp-block-heading\">Brand guiding principle<\/h1>\n<\/div><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns alignwide is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-jetpack-slideshow aligncenter\" data-effect=\"slide\"><div class=\"wp-block-jetpack-slideshow_container swiper-container\"><ul class=\"wp-block-jetpack-slideshow_swiper-wrapper swiper-wrapper\"><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-186\" data-id=\"186\" src=\"http:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1024x576.png\" srcset=\"https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1024x576.png 1024w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-300x169.png 300w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-768x432.png 768w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1536x864.png 1536w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-540x304.png 540w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1080x608.png 1080w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1980x1114.png 1980w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw.png 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><li class=\"wp-block-jetpack-slideshow_slide swiper-slide\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"659\" alt=\"\" class=\"wp-block-jetpack-slideshow_image wp-image-384\" data-id=\"384\" src=\"http:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-1024x659.png\" srcset=\"https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-1024x659.png 1024w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-300x193.png 300w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-768x494.png 768w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-1536x988.png 1536w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-2048x1318.png 2048w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-540x347.png 540w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-1080x695.png 1080w, https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/02\/HEM_Auszeichnung-1980x1274.png 1980w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/li><\/ul><a class=\"wp-block-jetpack-slideshow_button-prev swiper-button-prev swiper-button-white\" role=\"button\"><\/a><a class=\"wp-block-jetpack-slideshow_button-next swiper-button-next swiper-button-white\" role=\"button\"><\/a><a aria-label=\"Pause Slideshow\" class=\"wp-block-jetpack-slideshow_button-pause\" role=\"button\"><\/a><div class=\"wp-block-jetpack-slideshow_pagination swiper-pagination swiper-pagination-white\"><\/div><\/div><\/div>\n\n\n\n<p class=\"desktop wp-block-paragraph\">Please contact us if you are interested in a detailed presentation of the <a href=\"mailto:info@isk-institut.de\">service areas<\/a>.<br>Or go back to the <a href=\"https:\/\/isk-institut.de\/en\/cases\/\">case overview<\/a>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<h5 class=\"wp-block-heading\"><strong><strong>Challenge<\/strong><\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">After a successful re-positioning in the market, a new brand promise must be developed and made the guiding principle for internal and external communication.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong><strong>Approach<\/strong><\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Determination of the brand core and the brand values in comparison to the brand targets on the basis of a comprehensive survey of customers, employees, managers and petrol station leaseholders in the form of quantitative-qualitative interviews.<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong><strong>Result<\/strong><\/strong><\/h5>\n\n\n\n<p class=\"wp-block-paragraph\">Positioning of the HEM brand in various facets (petrol station brand, corporate brand, employer brand) and derivation of concrete topics and fields of action for future brand communication<\/p>\n\n\n\n<div class=\"wp-block-group has-buttons-text-background-color has-background\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>DATE<\/strong>&nbsp;<br>2017<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CATEGORIES<\/strong><br>B2B, Brand Strategy, Employer Branding, Communication Strategy, Positioning, Research, Workshops<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>CLIENT<\/strong><br>HEM (Tamoil Group)<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>WEBSITE<\/strong><br><a href=\"http:\/\/www.hem-tankstelle.de\" target=\"_blank\" rel=\"noreferrer noopener\">www.hem-tankstelle.de<\/a><\/p>\n<\/div><\/div>\n\n\n\n<p class=\"mobile wp-block-paragraph\">Please contact us if you are interested in a detailed presentation of the <a href=\"mailto:info@isk-institut.de\">service areas<\/a>.<br>Or go back to the <a href=\"https:\/\/isk-institut.de\/en\/cases\/\">case overview<\/a>.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>After a successful re-positioning in the market, a new brand promise must be developed and made the guiding principle for internal and external communication.<\/p>\n","protected":false},"author":2,"featured_media":186,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_uag_custom_page_level_css":"","footnotes":""},"jetpack-portfolio-type":[],"jetpack-portfolio-tag":[],"class_list":["post-577","jetpack-portfolio","type-jetpack-portfolio","status-publish","format-standard","has-post-thumbnail","hentry"],"jetpack_sharing_enabled":true,"uagb_featured_image_src":{"full":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw.png",1999,1125,false],"thumbnail":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-150x150.png",150,150,true],"medium":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-300x169.png",300,169,true],"medium_large":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-768x432.png",580,326,true],"large":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1024x576.png",580,326,true],"1536x1536":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1536x864.png",1536,864,true],"2048x2048":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw.png",1999,1125,false],"post-thumbnail":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw.png",1999,1125,false],"chaplin_preview_image_low_resolution":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-540x304.png",540,304,true],"chaplin_preview_image_high_resolution":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1080x608.png",1080,608,true],"chaplin_fullscreen":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-1980x1114.png",1980,1114,true],"jetpack-portfolio-admin-thumb":["https:\/\/isk-institut.de\/wp-content\/uploads\/2021\/01\/Logo_hem_sw-50x50.png",50,50,true]},"uagb_author_info":{"display_name":"flo","author_link":"https:\/\/isk-institut.de\/en\/author\/flo\/"},"uagb_comment_info":0,"uagb_excerpt":"After 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