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4.3 Establish brand ownership and brand managers.

Efficient brand management requires a long term vision and strategy, and a dedicated brand manager who nurtures the intangible attributes as defined. For consistency and transparent brand processes it must be clear for the organization which brand manager is responsible for the brand and brand strategy. Because of that I recommend to assign a Brand Champion who has a passion and talent for brand strategy. The brand champion serves as the brand’s primary advocate and nurturer. Hence I foresee three candidates, firstly the CEO, secondly the Business Development / Marketing Director, thirdly the Marketing Manager.