Chairman of the Board of Directors of the Oberalp Group (Salewa, Dynafit, Pomoca, Wild Country, Evolv, LaMunt)

“Brand management often means making sacrifices.”

How important is branding to the management of your company?
At our company, the brand drives the business. In all decision-making processes, we ask ourselves what the decision means for the brand.

How does the brand help you manage your company and make decisions?
See above.

In your opinion, what are some mistakes in brand management that should be avoided?
A brand grows through attraction, not expansion. Especially in difficult times, there is a great temptation to stretch brands in order to generate new sales.

What advice would you give other companies on brand management?
Brand management often means making sacrifices; you have to ask yourself, "What will this bring me in 3–5 years?" Brand management is also closely linked to distribution policy.

Which company do you admire for its brand management?
Kohl Bergapfelsaft.

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