Chairman of the Board of Wienerberger AG

“Our brand reflects our market position. It is an expression of the quality of our products, our company, and our management.”

How important is the brand to the management of your company?
Very important! As a 100% free float company, the brand has the highest value on the financial markets. The brand is an expression of the quality of our products, our company, and our management, and reflects our market position. Customers are willing to pay premium prices for the strong Wienerberger brand.

How does the brand specifically help you manage your company and make decisions?
Our brand has an external and internal impact; it is an expression of our strong corporate culture. We always make important decisions with the positioning of our Wienerberger brand in mind. The content of our brand flows into all areas and functions, and it is also increasingly relevant in employer branding.

In your opinion, what are some mistakes in brand management that should be avoided?
Brand management and maintenance must be centralized so that no compromises are possible. This enables us to send clear messages.

What advice would you give other companies regarding brand management? Think carefully
first! Only then should you develop your corporate strategy and brand content and consistently align them with each other.

Which company do you admire for its brand management?
In our industry:

Geberit for pipes and sanitary applications,
Sika for technical solutions and innovations
Knauf for its processing expertise and customer benefits
Hilti for its high level of sales expertise
And Wienerberger, because it's the coolest company.

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