Brand image is a decisive factor for the success of a company. It influences how customers perceive your brand and whether they identify with it. To manage your brand image effectively, it is essential to measure it regularly. However, marketing managers face a number...
A targeted employer branding is becoming increasingly crucial for many companies. They struggle to attract and retain a decreasing number of skilled workers. Numerous factors make it difficult to attract and retain potential employees. Here under are a poor industry...
What is your company’s raison d’être? What added value do you offer your customers? Why is your company better than any other at providing that? Questions such as these must be raised – and not just by start-ups. Even seasoned, long-established branded goods...
For brand positioning, many companies use models such as the brand key or the brand steering wheel. Other figurative models include the brand pyramid, the diamond, or the lighthouse. These models usually contain elements such as functional and emotional benefits,...
Digital transformation exerts an ongoing influence on brand leadership. Companies will continue to succeed only if they can preserve their brand’s essence – while at the same time adapting to evolving contextual circumstances or pursuing their own visionary momentum....
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