Presentations

The Power of Brand Equity: Persil Centenary—100 Years of Innovation

Christian-Andre Weinberger, Corporate Senior Vice President, Laundry and Home Care, Henkel KGaA

With recent strong private label growth, FMCG companies in Western Europe face a particular challenge as they seek to sustain a premium in the market. To avoid the “commodity trap,” manufacturing companies must invest in brand equity. Using the Henkel brand Persil, Mr. Weinberger will demonstrate key elements of the brand-equity-building process, including definition of key brand equity drivers, development of their respective characteristics, implementation of key measures, and success control. The favorable consequence of clear differentiation is driven by the key pillars of premium branding: (1) heart- and mind-opening relevant consumer insights and (2) innovative product/service offers for the consumer.

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