Today there is a myriad of available metrics for brands, and at the same time there is a growing longing for the one key performance indicator (KPI) that offers certainty. But no one has that - not even us. Instead, Jan Borcherding and Thomas Hoch on marktforschung.de propose a 5-point programme for contemporary brand measurement and brand management. The advantage: the programme also works - but not only - in the face of crises, war and catastrophes. And it has to. Because brands are usually the most important constant in corporate communication, especially in turbulent times. You can find the article by the two strategy experts on marktforschung.de here:

Contact:
Thomas Hoch, Head of Brand Strategy at Bonsai
Jan Borcherding, Head of CSR Strategy at Bonsai