Hansgeorg Derks, M.A. (master of arts), Ludwig-Maximilians-University, Munich
\nAbout derks brand management: among other our clients are appliances companies and we
\ndelivered services for V-Zug Switzerland, Irinox Italy, Samsung Korea. Furthermore we deliver
\nbrand building services for kitchen companies like Sch\u00fcller, next125, Vipp, Ballingsl\u00f6v and
\nminotti cucine. Since 2012 we work for BORA<\/p>\n
How to build a brand starting at zero: the tremendous success story of BORA<\/strong><\/em> <\/p>\n
\nThe speech is about the challenge to build a brand starting from the scratch: the story of BORA,
\na German pioneer in developing excellent downdraft systems that put the odors downwards.
\nHow is brand building possible with a product nobody knows and that is technically in need of
\nexplanation? What role do unusual marketing activities play in publicity and image building to
\ncreate a demand? How do you manage to win enthusiastic BORA fans in 58 countries in just
\nten years and to become a trendsetter who has turned a niche into a market?<\/p>\n