The Innocent
Becks • Berliner Pilsner • DAB • Franziskaner • Warsteiner
A brand's positioning is best reflected in the topics it chooses as well as the tone and wording it adopts. The gold standard is to create a distinctive content profile that stands out from the competition - one that establishes defining brand peaks that go beyond standard industry topics.
No archetype truly dominates the German beer industry. The Creator is the most common, but the archetypes of individual brands are not strongly defined. Check out Löwenbräu, Kulmbacher, or Becks for a more distinct profile.
Choose max. 4 brands to compare:
The Regular Brand
Astra
Becks
Berliner Pilsner
Bitburger
Carlsberg
DAB
Diebels
Duckstein
Feldschloesschen
Frankfurter Brauhaus
Franziskaner
Fuerstenberg
Gilde
Grevensteiner
Hasseroeder
Hoepfner
Holsten
Jever
Koestritzer
Krombacher
Kulmbacher
Licher
Loewenbraeu
Luebzer
Oettinger
Paulaner
Radeberger
Schmucker
Veltins
Warsteiner
Wernesgruener
Creator, Explorer, Sage, and Entertainer are the top four archetypes. The Regular Guy archetype appears with above-average frequency.
Similar to the apparel and insurance industry, the most commonly used words revolve around “what” and “how.” Interestingly, “alkoholfrei” made it into the top 20.
_brauerei
_bier
_alkohol
_produkte
_hopfen
_beer
_tour
_shop
_getränke
_tradition
_frucht
_alter
_alkoholfrei
_schwarzbier
_jobs
_limonade
_verantwortung
_brewing
_gerstenmalz
_sortiment