Die Logik Der Marke: Wie Sie Systematisch Markenhöchstleistungen Erzielen
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Marken sind neben Mitarbeitern der gr� te Schatz des Unternehmens. Oft werden sie intuitiv, kreativ und aus dem Bauch heraus entwickelt und gemanagt. Eine st�rkere analytische Orientierung hilft, sie f�r das Unternehmen Gewinn maximierend zu gestalten. Das Buch vermittelt einen stringenten methodischen Prozess und neue Instrumente, mit denen es Marken- und Marketingverantwortlichen gelingt, H�chstleistungen f�r ihre Marke zu erzielen: zum Beispiel die optimale Markenidentit�t mit maximaler Kundenrelevanz zu entwickeln, den Erfolg von Investitionen in die Marke zu berechnen und abzuleiten, ob die Marke global gesteuert werden kann und was lokal adaptiert werden muss. Wissen statt glauben wird zur neuen Maxime der Marke.
Dr. Christine Wichert ist Gründerin und Inhaberin der Schweizer Firma Logibrand, die sich auf die quantitativ orientierte Beratung für Markenführung spezialisiert hat. Zuvor war die studierte Betriebswirtin und promovierte Statistikerin Senior Vice President Brand Management bei der Hilti AG in Liechtenstein, Vice President Brand & Image bei Airbus in Toulouse, Abteilungsleiterin Internationale Markt- und Trendforschung bei der BMW AG und Projektleiterin bei The Boston Consulting Group.
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