What is good brand management? The Federal Association of German Economists and Business Economists interviewed us on this question for its association magazine bdvb aktuell with the main topic of issue 138 "Brand Management". From concept to reality: How does good brand management actually work? The answer: Away from the purely theoretical brand theory at the universities and towards a participative identity process.
bdvb aktuell editor Birgit Schoerke met Matthias for an interview.
Mr. Berghoff, how does a brand concept develop? And has the approach changed over the years?
Yes, there is definitely a difference: In the past, brand models were often very strongly focused on differentiating themselves from the competition. They looked primarily at the sales market and the target group and looked for the gap for positioning. What was often neglected was the company's own identity. Today that is different. Brands must now be thought in a more complex way. Especially in the field of employer branding the challenge becomes clear. And then in the end it makes no difference whether you develop a brand for one person or for a company with 300 employees. First and foremost are the questions: Who are we? What do we stand for? And what do we want to stand for in the future? These aspects should be much more constant than target group, market or competition. Especially with the current dynamics in the markets.
The complete interview can be read → here.
What is good brand management? The Federal Association of German Economists and Business Economists interviewed us on this question for its association magazine bdvb aktuell with the main topic of issue 138 "Brand Management". From concept to reality: How does good brand management actually work? The answer: Away from the purely theoretical brand theory at the universities and towards a participative identity process.
bdvb aktuell editor Birgit Schoerke met Matthias for an interview.
Mr. Berghoff, how does a brand concept develop? And has the approach changed over the years?
Yes, there is definitely a difference: In the past, brand models were often very strongly focused on differentiating themselves from the competition. They looked primarily at the sales market and the target group and looked for the gap for positioning. What was often neglected was the company's own identity. Today that is different. Brands must now be thought in a more complex way. Especially in the field of employer branding the challenge becomes clear. And then in the end it makes no difference whether you develop a brand for one person or for a company with 300 employees. First and foremost are the questions: Who are we? What do we stand for? And what do we want to stand for in the future? These aspects should be much more constant than target group, market or competition. Especially with the current dynamics in the markets.
The complete interview can be read → here.