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Brand Impact in a complex Environment

Readers Digest Trusted Brands Switzerland 2019
Brand Impact in a complex Environment

Brand extra from Reader’s Digest 11/2019: The multiplication of communication channels through social media has increased the demands on brand managers. The all-Swiss 19th Reader’s Digest study “Trusted Brands” shows, which brands proceeded best and enjoy the highest confidence with the consumers (with some central ideas by Sven Reinecke)

Social Media Marketing: One expression characterizes the new challenges brand managers face. Channels such as Facebook have introduced components into the sales world that are associated with disproportionate opportunities but also with risks compared to the effort involved. Where a message goes and what effect it has cannot be clearly determined. “Therefore it is very important for companies to permanently have an ear to the market and thus be able to react quickly and in time to developments and trends (e.g. a Firestorm). Ultimately, the same rules apply to crisis communication in the social media as to other PR crises. But the own community can also be an absolute strength, because it will occasionally defend the brand without the company itself having to intervene immediately”, states Dr. Sven Reinecke, professor at the University of St. Gallen and head of the Institute for Marketing…

You can read the entire article in German here