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.
In today’s interview, we are talking 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 lead this process to success from the customer’s point of view.
Prof. Dr Felicitas Morhart from the University of Lausanne is Professor of Marketing at the Department of Economics. Although she never intended to pursue an academic career, the right doors opened for her during her studies, as she tells us. Prof. Dr. Felicitas Morhart teaches mainly in the field of branding with a focus on luxury brands and is also the founder of the Swiss Center for Luxury Research. We talked to her about her work in the field of luxury brands, learned about the importance of branding in the luxury sector – and whether the pandemic has changed that.