Brands are much more than logos, colors and claims. They stand for trust, identification and quality – and are often the decisive factor in the purchase process. They differentiate in saturated markets, they give orientation in confusing times, they create loyalty. Since European providers can differ less and less by technological leadership from international competition, the fire plays an ever increasing role to defend itself to the competition.
Nevertheless, the The latest Celum study on brand management in European companies: The reality lags behind the claim in many places. With the current Brand Management Report, Celum Founder and CEO Michael J. Krätner wanted to find out how brand management actually works today-beyond guiding principles and high-gloss brochures.
“In our Europe-wide study, we asked marketers, fire managers and managers from medium-sized and large companies. The result: a sobering reality check. Our investigation shows: The responsibility for brand management is rarely centralized. Only every fifth company has a dedicated brand manager. The tasks are mostly distributed-on marketing, content, design or even sales.”
Explained Michael J. Krätner In this conversation With media manager editor Otto Koller. His conclusion: “On the one hand, this reflects the complexity of the brand management. On the other hand, this fragmentation often prevents consistent communication across all channels. The brand message then runs between responsibilities.”
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