Christian-Andre Weinberger, Corporate Senior Vice President, Laundry and Home Care, Henkel KGaA
Jan 01, 2007
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.
To access presentation materials, you must login or register for full access.
3 WAYS to GET CONNECTED
Employees of MSI Member Companies enjoy the benefits of complete online access to content, member conferences and networking with the MSI community.
Qualified academics benefit from a relationship with MSI through access to msi.org, conferences and research opportunities.
The public is invited to enjoy partial access to msi.org content, a free e-newsletter, selected reports and more.