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Social media What does marketing involve at Confiserie Bachmann? Marketing means talking about Bach- mann and its products and services, giving Bachmann an external face and turning the brand into a personality. This is done via the product range, specialist stores, shopping bags, the website, deliv- ery vans, newsletters, social media, press reports, sponsorship commitments and much more. Our job is to align and coor- dinate all this – while never losing sight of the message “My daily moment of indulgence”. Why is a brand important? A strong brand fosters security and trust. If the brand didn’t always provide good products and services, it wouldn’t be strong and popular. By using a brand, I also give my own personality a profile. Having a brand also helps when recruiting employees. People like to work for a well-known and popular company: this gives them security and a bit of prestige, too. A brand can also open up newmarkets. In our globalised world, we take locally successful brands out into the world. What does the Bachmann brand stand for? Bachmann stands for the daily moment of indulgence, something we give to our customers time and again. In turn, they realise that we produce fresh, high-qual- ity and unique products with joy and pas- sion. We therefore want Bachmann to be seen as vibrant, modern and competent, committed and personal. We stand for uncompromising qual- ity in everything we do. Reposts #Bachmannmoments enjoyed by our customers Three questions for: Elyne Hager, Head of Marketing Elyne Hager is Head of Marketing, Sales Development and Category Management 83