How important is the brand to the management of your company? The brand is directly linked to the strategic orientation of our company: Dr. Schär is THE leading brand manufacturer for gluten-free nutritional needs and, through clear focus, manages to defend its position as an innovation and quality leader in its home markets and establish itself in new markets.
How does the brand help you manage your company and make decisions? The brand gives the company and our products a specific character and symbolizes our commitment to quality and innovation for our consumers.
In your opinion, what are some mistakes in brand management that should be avoided? A successful branded goods company can also be a leading manufacturer of discount or private label products.
What advice would you give other companies regarding brand management? Brand management must be a long-term endeavor. Avoid frequent changes in brand image and excessive product range expansions. They dilute the brand and confuse consumers.
Which company do you admire for its brand management? Illy—the brand impresses with its uncompromising quality policy, a streamlined product range, a consistent brand image, and bold price positioning.
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Lifetime
Several - vary between 2 years and 6 months or even shorter.
