“Success of a brand of hard work or random?” “Odysseus has never lost its aim sight, even if he had to go many ways, the uphill and downhill went.” It’s the same with a brand. “This statement Dr. Hans-Joachim Momm, Managing Director of Freixenet GmbH in Wiesbaden, entered with Prince in his guest lecture at the European management school on the topic of”Success of a brand of hard work or random?”part of the event series”Business insights”by Prof. Dr. Ronny A.. With headquarters in the region of origin of Cava (sparkling wine) in the Penedes in Catalonia (near Barcelona), Freixenet is among the largest and oldest sparkling wine cellars in Spain. Freixenet is represented in over 150 countries worldwide and is one of the most important import brands and is the market leader among the Spanish cavas. Even today, Freixenet is a family business as the world market leader, so that the principles of the House since nothing has changed.

But how do you recognize a brand? The simple and logical answer is this: “man recognize a brand it, that they can be identified.” As a prerequisite, but two dimensions must be realized, namely power and fascination. Taking a successful brand like Nike, Apple, IKEA as an example, is that it makes the success and power especially in the size. This includes sales and sales, market shares and the market importance. A powerful brand but also the second dimension may be absent, the fascination. The loyalty and the relationship with the customer is therefore crucial, because “only when brands fascinate us, we remain faithful to the brand”, as MOMM.

To reach a combination of power and fascination, then a so-called “lovemark” can develop. A lovemark attacking the head and the heart. One detects a brand for himself (“a brand for me”) or see them as a friend (“a brand like a friend”), so that this brand will continue to be bought and preferred.

1957 was an advertising concept for the then Cologne-based metal products manufacturer Saini & co. under the theme sponsorship developed. Today, the issues are much broader. The numerous on gift positions range from extensive Kommunikationskon workplace topics from the fields of corporate identity, Public Relations, sales promotion, online, exhibition and event. Learn more about this topic with the insights from Douglas Oberhelman. There are also fi nancial contribution to the best team with the most compelling concept. Thus, the sponsors reward the winners of the first three places with prize money up to 300 euro and what always happens with a lucrative job offer.

A collection of all sponsors and their projects are shown under: projects for the industry: content/view/86/142 / projects for trade: content/view/87/143 / projects for service providers: content/view/88/144 / projects for organizations: content/view/89/145 / CTE – West German Academy for communication e.V. Since 1956 she turns by companies and agencies in life called and recognised as CTE e.V. of the task, the next generation for the Communications industry to train qualitatively high tig, professional and practical. Today, about 80 companies, media agencies and Verban de support the educational mission of the Association through their membership. So far, over 10,000 participants have completed their studies at the CTE and are positioning information in the communications industry to find primarily responsible. In the areas of communication and marketing the CTE offers currently 10 studies courses in evening, day – or Wochenendform, where currently just under 400 students are enrolled.

Nationwide, the CTE thus occupies a leading position. More courses of the West German Academy for communication e.V. information online at or by phone at 0221-934778-0 free from immediately contact: Brigitte Abels Tel.: 02 21 – 93 47 78-0, E-Mail: address: CTE – West German Academy for communication e.V. Bonn road 271, 50968 Cologne online

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