{"id":7434,"date":"2021-04-24T15:53:08","date_gmt":"2021-04-24T13:53:08","guid":{"rendered":"https:\/\/brandification.com\/de\/?p=7434"},"modified":"2025-08-05T13:07:07","modified_gmt":"2025-08-05T11:07:07","slug":"interview-mit-dr-joachim-boehler-leiter-marktforschung-strategische-markenfuehrung-bei-union-investment","status":"publish","type":"post","link":"https:\/\/brandification.com\/de\/2021\/04\/24\/interview-mit-dr-joachim-boehler-leiter-marktforschung-strategische-markenfuehrung-bei-union-investment\/","title":{"rendered":"Interview mit Dr. Joachim B\u00f6hler &#8211; Leiter Marktforschung \/ Strategische Markenf\u00fchrung bei Union Investment"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"7434\" class=\"elementor elementor-7434\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-54aebf1b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"54aebf1b\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4924f9ac\" data-id=\"4924f9ac\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-62744c5 elementor-widget elementor-widget-text-editor\" data-id=\"62744c5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p><strong>Als Leiter Marktforschung \/ Strategische Markenf\u00fchrung h\u00e4lt Dr. Joachim B\u00f6hler <a href=\"https:\/\/www.union-investment.de\/startseite\" target=\"_blank\" rel=\"noreferrer noopener\">Union Investment<\/a> seit vielen Jahren die Treue. Wir haben mit ihm \u00fcber seine Prophezeiungen f\u00fcr 2021 gesprochen, \u00fcber Lockdowns und Lebensfreude und haben erfahren, welche Bedeutung <a href=\"https:\/\/brandification.com\/de\/use-case-brand-touchpoint-optimierung-customer-journey\/\">Marke<\/a> f\u00fcr die K\u00f6pfe und Herzen von Kunden hat.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Dr. Joachim B\u00f6hler, vielen Dank dass Sie heute bei uns sind! Wir starten ganz am Anfang: Welche war denn Ihre Lieblingsmarke in Ihrer Kindheit\u00a0und welche ist es heute?<\/strong><\/h2>\n\n<p>In meiner Kindheit war meine Lieblingsmarke ganz klar Lego \u2013 wegen der unendlichen Bau-M\u00f6glichkeiten. Wobei es das \u201aalte\u2018 Lego war, noch ohne Figuren und bausatzspezifische Teile, die sich nur im jeweiligen Bausatz sinnvoll verwenden lassen.\u00a0<br \/><br \/>Heute ist es \u2013 auch wenn das unter Markengestaltenden vielleicht etwas abgedroschen klingt \u2013 Apple. Ja, es mag sein, dass Apple schonmal innovativere Zeiten hatte. Doch die Verbindung von Design, Haptik und Funktionalit\u00e4t finde ich immer wieder einzigartig. Das stattliche Preis-Premium, das die Marke erwirtschaftet, bewundere ich, bin es aber als Nutzer gerne bereit zu zahlen.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Stellen Sie sich vor, Sie begegnen einer\u00a0Markenfee, die Ihnen jeden Wunsch erf\u00fcllen kann. Was w\u00fcrden Sie sich f\u00fcr Union\u00a0Investment w\u00fcnschen?<\/strong><\/h2>\n\n<p>Dass jede*r in Deutschland spontan wei\u00df, dass Union Investment der vorausschauende, solide und partnerschaftliche Spezialist f\u00fcr professionell gemanagte Geldanlagen ist.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Wenn ich nun nicht Kunden, sondern die eigenen Mitarbeiter f\u00fcr meine Marke gewinnen m\u00f6chte &#8211; welche Top 3 Ma\u00dfnahmen w\u00fcrden Sie empfehlen?<\/strong><\/h2>\n\n<p>Markenverst\u00e4ndnis schaffen. Markenbegeisterung entfachen. Unterst\u00fctzung durch die F\u00fchrungskr\u00e4fte sicherstellen.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Wie w\u00fcrden Sie mit nur einem Argument jemanden\u00a0von der Wichtigkeit der Marke \u00fcberzeugen?<\/strong><\/h2>\n\n<p>Marke macht in den K\u00f6pfen und Herzen der Kunden aus Produkten einzigartige, begehrenswerte Pers\u00f6nlichkeiten.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Ein sehr turbulentes Jahr liegt hinter uns und auch 2021 l\u00e4sst sich au\u00dfergew\u00f6hnlich an. Welche\u00a0Prophezeiungen w\u00fcrden Sie f\u00fcr das restliche Jahr 2021 f\u00fcr das Markenumfeld abgeben?<\/strong><\/h2>\n\n<p>W\u00e4hrend und zwischen den Lockdowns: Verhaltene Aktivit\u00e4ten. Wenn es wieder aufw\u00e4rts geht und die Covid-Lage sich zunehmend entspannt: Eine Explosion an Markenkampagnen, die Lebensfreude ausstrahlen.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Welchen Rat w\u00fcrden Sie jemandem geben, der in diesem Jahr versucht, eine neue Marke auf dem Markt zu etablieren oder ein\u00a0Rebranding\u00a0durchzuf\u00fchren?<\/strong><\/h2>\n\n<p>Mit dem Launch abwarten, bis wir aus der kritischen Phase der Pandemie heraus sind. Zum einen nat\u00fcrlich aus unternehmerscher Vorsicht heraus. Vor allem aber, um in der Nachfragewelle, die ich erwarte, neu und hip zu sein \u2013 nicht davor.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Dr. Joachim B\u00f6hler, vielen Dank f\u00fcr Ihre spannenden Insights! Alles Gute f\u00fcr Sie und f\u00fcr Union Investment!<\/strong><\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Als Leiter Marktforschung \/ Strategische Markenf\u00fchrung h\u00e4lt Dr. Joachim B\u00f6hler Union Investment seit vielen Jahren die Treue. Wir haben mit ihm \u00fcber seine Prophezeiungen f\u00fcr 2021 gesprochen, \u00fcber Lockdowns und Lebensfreude und haben erfahren, welche Bedeutung Marke f\u00fcr die K\u00f6pfe und Herzen von Kunden hat.<\/p>\n","protected":false},"author":6,"featured_media":12443,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[586],"tags":[44,10,60,116,15,51,117,118],"class_list":["post-7434","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interview","tag-brand","tag-brand-management","tag-brand-manager","tag-dr-joachim-boehler","tag-markenfuehrung","tag-markenmanagement","tag-marktforschung","tag-union-investment"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Interview mit Dr. Joachim B\u00f6hler - Leiter Marktforschung \/ Strategische Markenf\u00fchrung bei Union Investment - Brandification<\/title>\n<meta name=\"description\" content=\"Dr. Joachim B\u00f6hler: &quot;Marke macht in den K\u00f6pfen und Herzen der Kunden aus Produkten einzigartige, begehrenswerte Pers\u00f6nlichkeiten.&quot;\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandification.com\/de\/2021\/04\/24\/interview-mit-dr-joachim-boehler-leiter-marktforschung-strategische-markenfuehrung-bei-union-investment\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Interview mit Dr. Joachim B\u00f6hler - Leiter Marktforschung \/ Strategische Markenf\u00fchrung bei Union Investment - Brandification\" \/>\n<meta property=\"og:description\" content=\"Dr. Joachim B\u00f6hler: &quot;Marke macht in den K\u00f6pfen und Herzen der Kunden aus Produkten einzigartige, begehrenswerte Pers\u00f6nlichkeiten.&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/brandification.com\/de\/2021\/04\/24\/interview-mit-dr-joachim-boehler-leiter-marktforschung-strategische-markenfuehrung-bei-union-investment\/\" \/>\n<meta property=\"og:site_name\" content=\"Brandification\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/brandification.io\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-24T13:53:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-05T11:07:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/brandification.com\/de\/wp-content\/uploads\/sites\/4\/2022\/06\/dr-joachim-boehler-union-investment-brandification-interview-1024x683-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"themetesting\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"themetesting\" \/>\n\t<meta name=\"twitter:label2\" content=\"Gesch\u00e4tzte Lesezeit\" \/>\n\t<meta name=\"twitter:data2\" content=\"3\u00a0Minuten\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/brandification.com\\\/de\\\/2021\\\/04\\\/24\\\/interview-mit-dr-joachim-boehler-leiter-marktforschung-strategische-markenfuehrung-bei-union-investment\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/brandification.com\\\/de\\\/2021\\\/04\\\/24\\\/interview-mit-dr-joachim-boehler-leiter-marktforschung-strategische-markenfuehrung-bei-union-investment\\\/\"},\"author\":{\"name\":\"themetesting\",\"@id\":\"https:\\\/\\\/brandification.com\\\/de\\\/#\\\/schema\\\/person\\\/d28680f93e4e6099c0b8f4527d00faf6\"},\"headline\":\"Interview mit Dr. Joachim B\u00f6hler &#8211; 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