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Brand Managers
Brand Managers represent "their" individual brand(s) and are operationally responsible. They closely align with the brand champions who take care of the corporate brand BASF.
A Brand Manager:
A Brand Manager:
evaluates the individual brand position within the BASF Corporate Brand Architecture
develops the value proposition of his individual brand
creates and regularly reviews individual brand concepts/strategy to position and maintain the brand(s)
represents the brand and is operationally responsible for the individual brand
is a multiplier
shapes all internal and external brand touch points of the brand by actively conducting brand touch point management
enables a globally consistent brand experience
coordinates and steer the correct use of the brand(s) within their division
monitors the success of the brand(s)
closely collaborates with Corporate Brand Management, Brand Champions and communication experts