A language service provider (brand one) based in Baden has acquired two translation agencies, one in 2019 (brand two) and one in 2020 (brand three). A branding strategy is to be set in place and the three brands should be positioned according to their brand values, target groups, service and pricing models.

The Integrated Brand and Purpose-guided Stakeholder management model by Casanova (2018) serves as the framework to set up a branding strategy. The model includes five levels according to which the brands are analyzed. The objective of the model is to strengthen the relationship between the brand and the stakeholders, and support the implementation of a corporate brand management. Interviews with internal stakeholders and customers of all three brands were conducted in order to find out their perception and expectation of the brands.

For brands one and two, the envisioned brand positioning and the actual brand perception are congruent. The customers view brand one as a high-quality LSP with a strong customer orientation, which is equivalent to how the brand wants to be perceived. Brand two provides mostly translations for a broad range of industries and is very well evaluated by customers for the quality, reaction time, and communication. Recommendations concerning the online marketing are made and a vision, a mission, and values are recommended. Gaps regarding the brand perception and the envisioned brand positioning were found for brand three. The brand is intended to become more automated with a basic service level, almost no human interaction and competitive pricing. A two-step approach to reach the envisioned brand positioning is shown. Furthermore, a vision, a mission, and values are recommended. As a branding strategy, the endorsed branding or a mixed solution are recommended. The main advantage of the endorsed branding are the synergy effects. The mixed solution is appropriate if further brands will join the company in the future.