How important is branding to the management of your company?
Branding is very important to us. It serves as a source of trust for employees and customers. It serves as a guide for many of our strategic decisions. Since our managers and booksellers in particular know what the company stands for, they can make decisions much more easily, clearly, and effectively.
How does the brand specifically help you manage your company and make decisions? At
Hugendubel, we have clearly defined values that we adhere to. This applies not only to our interactions with customers at the point of sale, but also to our interactions with suppliers, service providers, and other stakeholders. I am convinced that this is precisely why we have very good, long-standing relationships with our suppliers and a high level of employee loyalty.
In your opinion, what are some mistakes in brand management that should be avoided?
A brand is not just a logo. Brand management is a collaborative effort: from company management to the booksellers who have contact with customers. Everyone in the company should live by the brand values.
What advice would you give other companies on brand management? Good
brand management involves the entire organization, including the employees. Good brand management clearly defines its brand values and is guided by them in an authentic and confident manner.
Which company do you admire for its brand management?
Of course, international brands such as Apple or Nike immediately come to mind. These brands are managed so stringently that they are instantly recognizable all over the world. But if you look at the regional level, examples such as Dallmayr also come to mind: a very consistently managed brand that has stood for tradition since its inception, where you immediately have a clear brand image and even a smell in your mind. I think that's great.
