Successful marketing through branding: identity makes brands successful!


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Strong brands and great personalities have a lot in common! This is what marketing expert Franz-Rudolf Esch says in his new book "Identity". Because that's what distinguishes good brands: they all have their own identity.


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Here writes for you: Stephan Lamprecht is a journalist and editor at Management-Journal.de Profile

Identify brands

Overview

Franz-Rudolf Esch is one of the best-known marketing researchers in Germany. The profound knowledge of matter allows his experiences of branding to be incorporated into this book.

Apart from the fashions of his department, he reflects on the creation of brand identities. Why - for example - does some brands succeed in becoming synonymous with their product genre (Tempo, Pampers, Google).

What is the identity of a brand? How to find them?

Overview

What should the brand stand for? What does ours really stand for? Company? And which values ​​do we want to transport with the brand?

In the chapters on brand identity, Esch details the branded wheel with its quadrants, which is well suited to pondering what it does.

Brand identity with life

Overview

How can the brand and its identity be experienced by customers? For this, it is necessary to think about the Customer Journey.

To know the contact points of the customer with the brand, and to make them all a stringent experience is, however, only one of the tasks in the area of ​​identity formation and brand management.

Also think about employer branding!

Overview

Employer branding must also be taken into account. Esch does not offer simple recipes for marketing (and does not want to), but it provides a lot of information for the corporate language.

Conclusion: The book is an absolute must for marketing executives and corporate executives who are interested in brand management. A true treasure of experiences from many years of consulting practice.


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Overview




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