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Month: April 2021

Brandification - BrandTech Blog

Dr. Joachim Böhler Union Investment Brandification Interview

Interview with Dr. Joachim Böhler – Head of Market Research / Strategic Brand Management at Union Investment

As Head of Market Research / Strategic Brand Management, Dr. Joachim Böhler has been loyal to Union Investment for many years. We talked to him about his prophecies for 2021, about lockdowns and joie de vivre, and learned what significance brand has for the minds and hearts of customers.

MBCC Group - Mike Freche interview with Brandification

Interview with Mike Freche – Global Brand Manager at MBCC Group

In our interview, we talk to Mike Freche, Global Brand Manager at MBCC Group, about the rebranding process at MBCC Group. We get insights on the difficulty of uniting a multitude of brands under one roof and how Brandification can help make this process a success from a customer perspective.

Prof. Dr. Felicitas Morhart

Interview with Prof. Dr. Felicitas Morhart – Founder of the Swiss Center for Luxury Research

I hope I’m not stepping on anyone’s toes, but I would say that in the luxury sector, the brand is the most important asset of all. Hardly any other sector can say that the brand is so expensive, so “costly” for the customer, because the big difference in luxury – also in distinction to premium products – is that often the brand itself is a certain performance attribute for me and there is also a relation between the functional or economic value of the good, the brand and the price one pays.