The main problem of brands with too little revenue is not awareness. The problem is a lack of desirability, attractiveness. Klaus-Dieter Koch illustrates this insight in a simple matrix – a seemingly small thing, but with huge significance: To this day, increasing brand attractiveness is at the core of all our efforts.

We call the matrix the xxx. In concrete terms, it is a model that analyses the level of awareness and attractiveness of a brand in its competitive environment. The BPM is a useful tool for determining a brand’s status quo and defining its strategic thrust and goals. The BPM is frequently quoted in specialist literature.