BO9 – How to manage brands – The Do’s and Don’ts
BO9 – How to manage brands - The Do’s and Don’ts
Monday, 22 May. 16:30 to 18:00
Brand reputation is crucial and the history of marketing is full of brilliant successes and spectacular failures. Visual features, stories, brand names all play a role. Some companies are able to launch successfully a new product with little marketing just because the consumer spots a visual element which it connects back to other beer from the same brewery. Some narrative features (like a story, a slogan…) are so intertwined with the brand that it belongs to the identity and a change can be dangerous. Some companies use the name of a brand and create different version of that same brand to boost growth via the brand name. Does this really work? What must be down to develop a brand? What should be avoided to not destroy or endanger an established brand?
- Roman Trzaskalik, Marketing Director, Pilsner Urquell
- Grzegorz Ziemian, Sto Mostów
- Afel Amberber, Global Brand Manager, Swinkels Family Brewers N.V.