Whitepaper Influencer Marketing - Brand Management

DMV Whitepaper: The Role of Brand Management in Influencer Marketing

For more and more brands, influencer marketing is an integral part of brand management as a communication channel. However, despite the enthusiasm of brands for the topic, there are also challenges and risks to consider and evaluate. The new white paper of the German Marketing Association's Brand Management Competence Circle examines the topic from the perspective of strategic brand management.

In influencer marketing, reach and target-group-specific communication often go hand in hand with loss of control and limited creative freedom, because this is the only way to ensure authenticity and credibility. Dr. Annette Bruce, Katrin Böhme and Ulf Brühn-Drechsel show in detail how the right balance can be achieved from the point of view of brand management - both in the B2C and B2B sectors - in the white paper entitled "Influencer Marketing - Potentials and Challenges for Brand Management".

The white paper is available for free download on the Competence Circles pages of the German Marketing Association.

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