Contract research

Brand Concept Prien am Chiemsee

Development of a brand concept for the market town of Prien am Chiemsee

​​​​​Keywords: Brand Development ・ Workshop moderation・ Brand・ Brand concept・ Tourism Brand


Contrary to companies, municipalities often do not have the financial resources to position brands competitively through high advertising budgets. Achieving this requires the integration of a wide variety of players in a municipality as well as their collaboration. This is the greatest challenge within this kind of processes: motivating the stakeholders to pursue a common goal. 

Our goal 

The aim of the project is to support the market town of Prien am Chiemsee on its way to establish a strong brand. With the aid of the brand concept the profile of the market town should be sharpened intersectoral. All offers, services and infrastructures should contribute to the perception of Prien am Chiemsee to be the most livable lake community in the alpine region. 

Our approach

Since 2016, the institute CENTOURIS has been supporting the development and implementation of a brand concept for the market town of Prien am Chiemsee. Contents in the project are:

  • Impulse lecture "Brand & brand development"
  • Identity and trend analysis
  • Resonance analysis & brand positioning
  • Development of the brand strategy
  • Implementation of the brand strategy
  • Development & updating of a compass map

"We have a very livable environment in Prien am Chiemsee. In order to strengthen the perception as the "most livable lakeside community in the Alpine region", the developed brand concept will help us to target future measures and to involve the community's stakeholders even better. CENTOURIS has made an important contribution to the development and implementation of the mission statement with its professional expertise and we are looking forward to further cooperation.“  

[Mrs. Andrea Hübner, Managing Director Prien Marketing GmbH]


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