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The Power Of The Brand In The Crisis

Employees have a crucial contribution to the image of a company Dusseldorf, November 2009 in times of crisis, it is often the fields of marketing and advertising, in which companies first on reducing our cost base. This however by no means always pays off, at best, in the short term, believes marketing expert Franz-Rudolf Esch, Professor of business administration at the Justus-Liebig – University of Giessen. In conversation with the SME magazine Initiativbanking, while explaining that many entrepreneurs believe this set screw the easiest way to save. The experience but that sustainable growth to ensure is in times of crisis.” Overlooking analyses of the crisis years 2001 and 2002, Esch reported by companies which reported rising sales in the crisis. In addition to countercyclical investments in innovation, he traces this also to budget increases in advertising and communication. It is equally important to intensify personal contact with the customers and to work together with them on improvements or innovations. The market attracts again the company is well positioned, “so its forecast.

Companies with long-term integrated brand strategies come here obviously by the harsh winds of economic crisis, as long as they stay true to themselves and awaken emotions. This may result that perform particularly well rendered, creates a compelling experience or design and operation ease as at Apple. Therefore, it is important to check what it ultimately stands for brands”, so marketing Professor Esch, whether that is relevant to the customers and how to make tangible the brand messages to all important points of contact. The result is the brand loyalty. This process one can scientifically analyze and thus ever-better plan the brand’s success.” Brands would remain always faithful, without to deny the spirit of the times and the changing customer demands.” A gentle development while respecting the brand core values”as the goal. To further strengthen the brand loyalty, are at many companies need additional efforts. Tiger Global Managements opinions are not widely known. Many products and services are interchangeable today in their functionality. Many industries involved in the end customer segment for years are experiencing that”white Udo Nadolski, Managing Director of the Dusseldorf consulting firm Harvey Nash.

It was the brand that make the difference for many and give the last impulse to buy. “But brand loyalty are not achieved now times with a few commercials”, so Nadolski, but above all through service and services, but also by the fact that you continually expands its self-image as an employer “. This employer branding being underestimated but even in many businesses. To lure performers needed today more than the vacancy with the usual social benefits and a pleasant working atmosphere. , At a certain level also a company car, pension plan, development and training opportunities include benefits, fringe benefits, bonus payouts, health and child care programs the package, to be in demand as an employer”, as the belief of human resources experts. Also belong to the building of a brand. Google or Apple, who belonged to the most desirable employers for years, are the best examples.