An expert reveals what makes brands powerful

How does a brand become a shining star in its segment? This question was the focus of a guest lecture by Andreas Hilgers, Executive Director at Martin & Karczinski, a leading holistic brand consultancy. As part of the Market Analysis & Brand Management lecture, students on the Business Management bachelor's degree program gained valuable insights into the world of corporate brand management.

BRAND, IDENTITY AND BEHAVIOR

Under the title Corporate Brand Management – What do brands have to do with identity?, Hilgers highlighted the profound connection between brand development and corporate identity. He emphasized that the uniqueness of a brand is crucial. “Identification with brands changes behavior,” Hilgers explained, and elaborated on how the coincidence of matching identities – those of the brand and those of the target group – leads to strong relationships and ultimately influences behavior.

STRATEGIC BRAND MANAGEMENT AS A DRIVER OF GROWTH

With the claim We make brands the brightest star in their segment, the expert emphasized the close link between successful brand management and corporate growth. Using practical case studies of well-known companies such as Leica, Lufthansa and Kuka, Hilgers illustrated how strategic brand management contributes to success.

AUTHENTICITY AND CULTURE: THE FOUNDATION OF STRONG BRANDS

One of the key points of the lecture was the inextricable link between brand and corporate culture. “Brands create expectations,” said Hilgers. However, the true power of strong brands lies in their authentic uniqueness.