1. How significant is the brand for your company management?
Besides our employees, the brand is our company’s most important asset.
2. How does the brand specifically help you to manage your company and make decisions?
Brand management requires long-term and client-specific decisions.
3. In your opinion, what are the misapprehensions of brand management that need to be avoided?
Changing things all the time doesn’t solve any problems with sales figures, nor does inaction. The brand must correspond to all customer groups and needs.
4. What advice would you give to other companies with regard to brand management?
Consistent and honest.
5. What company do you admire for its brand management?
Nike
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