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The methods behind the analysisGuidesAnalysesActionsAssistantsMaterialExploiting competitors' weaknessesSectionsSource basis and methodology00Brand archetype01Tone-of-Voice02Brand values and purpose03Brand Identity Prism04Brand assets05Semiotic analysis06Distinctive assets07Positioning08Audience alignment09Employer brand10Narrative analysis11Digital and channel execution12Brand harmony13Brand index14
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Section 14

Strategic summary

Strategic synthesis based on three instruments

The strategic summary is the concluding section of the analysis. It builds the conclusion from the brand's three overarching instruments: Brand index (overall strength), BrandRose (distribution across four dimensions) and Brand harmony (internal coherence) – following SCQA structure: situation, complication, answer.

The summary opens with the brand index and places the brand at a strength level. It then identifies the rose's asymmetry – which dimension is strongest, and which is weakest – and calculates the harmony gap between brand index and brand harmony. A large positive gap signals a brand that is strong in individual parts but not fully integrated. A small gap is the story of a coherent brand. From this, the strategic diagnosis is distilled: primary strengths, the critical weakness and the overarching theme that runs across the entire analysis.

Score scale

Brand index
Overall score 0–100 – the starting point of the situation.
Rose asymmetry
Which of the four dimensions (Identity, Expression, Position, Relation) is strongest and weakest – and is the spread large or small?
Harmony gap
The difference between brand index and brand harmony. A large gap reveals a latent tension not visible from individual scores alone.

What the analysis is based on – and what it points towards

The summary builds on the quality of all preceding sections. An analysis with insufficient input material yields a lower confidence level – this is always clearly stated in the report.