Martin Thorner

Martin Thorner

And: segmentation are successfully implemented, if they are understandable and comprehensible and find their way into the day-to-day business of the marketing and sales teams. HOOOMANNOMANN ignite the markets. How you developed, the deli market.” The brand Homann is market leader in the segment of deli salads, so the proud input statement by Martin Thorner, Managing Director of Haq. Originally a margarine brand began with the introduction of the finished potato salad in the 1950s the success story of Homann in a segment of the deli salads are developing entirely new ‘. Delicatessen salad market was fragmented in 1995 there was no real brands and trademarks, also dared not even in this niche. On the basis of promotions, a new packaging ungssystem and a variety of innovations succeeded in establishing Homann, market share and brand image. Also performed well Trade marks on the floor, so that the market volume increased steadily. Hanson responded that at an early stage and took over the production for some discounters.

A further engine of growth is evident with the use of classical communication Homann. In TV spots Barbara Schoneberger, is assessed by the consumer as a very suitable to the mark and thus increasing the brand awareness acts as a testimonial. Last, the acquisition of the strongest competitor Nadler was completed in 2010, to in future continue to define the market, so Martin Thorner. Branding 2020 a film retrospective at the beginning of PROX’ lecture about the last ten years of the Internet and the upstarts of the Web 2.0, as well as some figures on the Status quo of new media, in particular the social networks, demonstrate the ubiquity of new media. The future will be marked by the digital variety.

The changes in media use changed but also the brand perception. The new forms of interaction and conversation between Consumers and brands the company withdraw a part of their control of the branding. However, the new media for different industries have a different relevance. For a systematization Christoph Prox looks at two dimensions as authoritative: involvement and indigence of Declaration of. “Depending on the expression, he recommends different strategies of help & engage” to stand out & connect “. Is crucial but in all cases, to offer a relevant benefit for the men c. Regardless of industry or size of company five concrete measures are recommended: 1 establish an emergency team. 2. customize your number of strokes of the new world, but not to join to the Actionists. 3. live your brand within the company. 4. take advantage of the innovative power of the Internet. 5. develop brand management strategies for the point of sales. The Congress lecture by Christoph Prox is branding 2020 as the new media that influence mechanisms of brand management to request free of charge under

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