Sharpening a brand in generational change

HBM case study “How important is packaging?”: For a natural cosmetics manufacturer, the next generation is pushing for power and wants to make the brand more modern. Should the owner of the family business agree – or does she scare off her existing customers?
 
This fictionalized case study on the power of the brand in a new generation of a family-owned company is supplemented by three expert assessments – it answers: Mr. Michael Linder, Dr. Matthias Hüsgen and Prof. Dr. Mark K. Binz to the question:”Should Christa Wohlinger agree to the brand sharpening – or does it risk too much?
 
The article release is only available in German.
 
Die Münchner Markenberatung Blackeight über die Wichtigkeit von Produktverpackungen im Harvard Business Manager.
 

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