Marke machen!

Authentic, personal, genuine - that's how a brand or a product should be perceived. Do you want to make your company or a product known? Brand building is the right tool for this. With the right measures, a brand can gain the trust of its customers and fulfil the promised expectations. But for the right brand building you need expert knowledge and practical experience. This is exactly what Karsten Kilian offers you in this book! Together with his team of authors, the renowned consultant and author shows you the possibilities, requirements and methods of brand building. You will learn how to proceed in a structured and successful way. From the targeted development of a strong brand, the management and further development of an existing brand to the management of several brands at the same time, this book contains everything you need to know. Many examples allow you to easily transfer what is shown to your own use cases. Helpful tips and hints help you with the targeted implementation.

From the contents:

Why you need a brand
Find the right purpose and the perfect profile for your brand
Develop a strong brand name
Protect your brand legally
Design and create your brand
Establish your brand internally with your employees
Make your brand known and loved in the marketplace
Maximise and measure the success of your brand
Stretch your brand, but don't overstretch it
(Re)organise multiple brands intelligently
Collaborate with other brands and with influencers
Brands make innovation successful.