Perception management is like a campfire, difficult to start but easy to put out. You need to constantly maintain it by throwing in brushwood. In branding, media is like lighting branches – you need to maintain the fire, world-renowned branding expert Ömer Sengüler stated in an interview with FENA, who will be one of the lecturers at the 13th PRO.PR conference, which will be held from April 22-25 in Malinska in the Island Krk.
Sengüler emphasized that role of the media is very important in creating a global brand, but owners of the brand need to be ready to work on their branding and marketing strategies before they start working with the media.
”Media can help your brand become successful in your target group so it can become recognizable faster with the help of the media. Branding can be compared with fame. Media can make you famous in a good or a bad way, so people should know how to use it in the right way,” said the Turkish expert.
According to him, specificities of consumers in certain area affects different approach to development of a brand. Speaking about chances and possibilities for successful branding of Southeast European countries, Sengüler said that brands in South East European countries should use the advantage of being members of the European Union or neighbors of the EU, use cultural wealth, work hard on marketing and branding strategies and use sponsorships and social media.
He claims that there are potent brands in area of Southeastern Europe, such as food industry “Kraš”, home appliance manufacturer “Gorenje“, retail chain “Konzum“, “Yugo“, electric industry “Končar“, “Vegeta“, Mostar Bridge…
(Source: Fena)
