The position taken by the requirements defines probable marks and gives an outlook for future acceptance, relevance and influence of the mark in the market.

On the basis of these image cartograms it is easier for us to select and test potential marks.

The å(SIGMA) model discloses the development tendencies of companies and products as well as the expectation and attitude of the population and specific (target) groups, respectively. This gives us the possibility to define the chances and the potential of a mark with high probability and to provide a competent basis for decisions.