Strategic Brand Management
Roland Berger's approach to brand management
On June 19, 2006 in the headquarters of the Polish Business Council the meeting concerning strategic brand management took place.
Presidents of leading companies from FMCG, Oil and financial services sectors took part in our business breakfast. The meeting was conducted by Artur Pielech, Managing Director of Roland Berger's Warsaw Office and Regina Schmidt, FMCG Practice Group Manager at Roland Berger.
Regina Schmidt presented a unique tool for strategic brand management - RBProfiler. Thanks to comprehensive approach and easy-to-use interface RBProfiler successfully supports whole process of brand positioning. The key philosophy is based on the move of the center of gravity from product to the customer. The brand is defined by the value system of its buyers.
Presidents of leading companies from FMCG, Oil and financial services sectors took part in our business breakfast. The meeting was conducted by Artur Pielech, Managing Director of Roland Berger's Warsaw Office and Regina Schmidt, FMCG Practice Group Manager at Roland Berger.
Regina Schmidt presented a unique tool for strategic brand management - RBProfiler. Thanks to comprehensive approach and easy-to-use interface RBProfiler successfully supports whole process of brand positioning. The key philosophy is based on the move of the center of gravity from product to the customer. The brand is defined by the value system of its buyers.
