Varumärkesexperten Anna-Karin Lingham menar att ett systematiskt arbete med ett företags varumärke ger högre lönsamhet. Hemligheten bakom den ökade lönsamheten för de som arbetar systematiskt med sitt företags varumärke, berättar varumärkesexperten Anna-Karin Lingham, ligger i att hela företagets verksamhet får en tydligare riktning, att beslut kan tas snabbare och att marknadens uppfattning om varumärket blir tydligare. Hon jobbar sedan 2007 som fristående konsult under namnet Lingham Enterprise, men har en bakgrund i Axfood, där hon var med och utvecklade private label för Willys och Hemköp samt Hästens sängar där hon arbetade med deras varumärke globalt.
Hon konstaterar snabbt att kunskapen bland mindre och medelstora företag kring varumärkesarbete och vikten av att jobba med varumärken är mycket skiftande. Ganska många vd:ar har nog inte riktigt förstått potentialen i ett sådant arbete. Men forskning visar att företag som har tydliga varumärken och en stor acceptans för dem internt är lönsammare än andra.
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FLCnN9+g1Vvq4azRABXlNP/X1fCgdgBzWk5Lws09lQX4yzwCH/GkzYDWpD0hYKER90bfNrQdqfVMPJx+T6h7X3Z8Z7Z5V+f/aRo53ITwZRPCAqvq1zvIA1BLvOePi2BGsfXEXDxQ+qGQZ7edr7qu8Ueu5A5JTlhokHHA4ZtXgDHzIhmf3fqqvY5W8tY13XT0zcxAnlLZJ2ixwhJqQXj0DT5QnSknPbUwwu0ETjiROVfudBQtJHZMdwwO42/k/n2rhBlnnYZ4a/aBJWJKbzYJR67s+STRhF6ULo8tmkYz7dz/7jIfV2osvu0dObaBoOSFk/Q1JNjNAVKDRAo0JnvTFeytjw5DgNKRPZPUXulWeM0xMAcqkxW8gVlb7hlF7zBrnNDgOhNOxdSex1CKOYwFsNN79XDiiU97LKu5d9QAHWnrBF7Vw8G+phSh1YUGIWCvHQTU14EcoLpszt1sl5pzlal2giEEnIo76iimWifnyUYKOEwbhXASPi2XsxCVS2EzG/1M8EwVchG9iuPVqSLDm0CDPDjpO5vjHPABsC8Hsbs8IqnkIYntaw87tZ8YIzfKQjIVpwLL3HVUvQxBWpIwTN7hefNPW441vrvZbCylgc7l6/DMsbE0WtGWQZwQYfLysQrwWf2Le0hzi+YbndcT3QY3BQsr5jD9XxXMHoEOFSV1jsxkSqlT6PVZn4GDsnrrGLrrvhsmAu+dLYU2+eFzVeHAaJnXStindR4voDkb/o0aa57s9lyvpZTzpYVEXovtMLilT0ADI7dsFjgbZ89ULR1UI93mbHFDACGGLD/KRcNygTAcetEi47Pm9aPIi9SU91V9fedW43TmCsTe/foNRWZHWghKd1jWIuEuh2sWhSXQbnpnGZdSlZUKLIBv0269ppTq5WKPZf40ZkXUXq7ExnFJQ0s9vkuLoFyIxZVZQEwPmXLgETSD28nWzDxXUBqEmNKRwcQInWLZbBLG86eFf48elq7rmCT6FZwGstfe1pby6PfSDtwYsoMo2mrjqSAn9359bJjhLvAQD4i1ZkP34EM8MBT4kugne9KeyZadcOM59jX1xFkEzm50sYlukXUXAmBz5Z+A5bVnF1kDwTCuVQhs99wNQn0Be8uc+hNLwrSqCRAGL4xrNVSfg5HB6kqDx3ICnX5CR0ZAi+Kayv/z4XOrqRKuxUdrYyMPSdQFyvhvokO8omWaseP90c0P7eN0IguhEG4wWkuwfgdpKrTz5fFskPqsJCuP7vGvUE4wvF0XxJuhcAI+kAvBSu8e+pnFk+vyNSmP8Q+e6jd4oOSU8bgxRZmJ1wwpnkrdAFRf7CEydCKvHtBNlo8Snlla7Ss0xImxzPeQr3rpJsUVnEgflmuFWQ3iCAufTzxuxHSXi1UPd65yj+iDCVYsgEyurpkRDnFeC3DZpLGlpLSTvw7SOIeKrdoA3QRxwMXofwz3kSPAyieSDmovgiu+9MZ71FWDfb1/a9C6wivGW/46JqQDznUU2kXkBPlLAP/Dcxr3k3XwJy5ym3uSlXbex+6UtKqlyBgJ4XtlBpImeisKP/BchKghxRI/NY+W6vtUqsesjdI+qbSlbkr9B+e+LRmHpFSnuMPK1rFdG/HhnA5dlIM/ifCXrh5vovzQ/xpMpxWrIcTraDjQWX+h75MIHgkVRyQI6ttxIwqxqPOM34M3twrEQVxMwKrzlw7xD/F7duLvRbh5MKOiPPxDqBc4VG8z6WSatOb3pMwI8UK+SCy8X0yKQx1qpo5kRXmm2Ed3bh2mEpkCsa3UMS0+ghr1A6y/U6b55wh9eFE8s7/1yhZxOrY4ijb1gw+PRjZLJnw6JRwJAat87LV/yIQycUkq8kQEwbeV4DXO88f+czIN9DtpYBPk9S5d6IaO7KG5FWUhLmfXx6FYMW22nipCMWVtXDAkUBTHZ0HOxbIsHAqIxiTCoXppqPImYaxcHOvZgzO825l1cDaqgMN70Lk5JmgqYuAvw2Cx9p9hDsjhkpP5i+tjOogZ23diN6RrcyzPUfJt/Mm4IhXGkOCOHPd1rR8GhakHtdNvR7IlIDj2ncFynBTn1HNglUm0jU4GXlsKW0wuOVNqdsGMuZcwbDh+ekxhcL+ZcVZRlWD/YOcIsrBtXnRSFq1MvRZvN9UBv6UV1BaL+meqY5kutFiYLKNK+iyBwbIo4PB97ZJoX4jePdbm4HaE2qRS8U5BwI07sQOIU6wNBmgMv5u1V1CWrylvyNi2AaykuptEiHWdrVHGxkb7o9iFRK+F9+0ADpDZGaW9o8zk9xodgpEy6PCjtudyYCdf8aRHQd39Jf5HNZ7fHUAzfmH4NmPvCh+gtjXVPk6aBZ4Fz+XH1kGb3DBwUs8b4DbszSu3XMvVR4Vbvd9DBHeGnG/mj/5Cnmpb7a+J1GC27JBHAuZIg2qP1vy74C7vK8gTC/cjFEPqG/XKR124ZDjudsMkLEY2Ho1QpoAVZvq5I4EzC0nbc9jqUSqJjcm4uhdfhk1vEx3qgtVkMxSjRmvwMFa9EIqIR8t4f/dKs61j+8SXQ5koBZ9EVu9uQxMSJ38AlDdPIk36+PYwb52JjrChR4Wqdj8Rq5OkBtvYKL88sfQj+IPSFJlZP9hfxlwM4H9/8q9V6oLcMatKSoIpb/cxUnWRiYTs9QEt21Fh+Bp5kwBXXLIyBaz+XQPOUfrmpVrwrFqbHdH/i2IsqC8JM8gm6dxIyuOicvQ/gPmIX0Y7P+D0IiyYqIBV+3Ro+1YAuLUfHFUso4moL/0Im2wfduUI6FG1NxsRaolRROP2fXGVPNvwAeu1FdVm7/PBxqs3lWCluv/Pp6LMKBZjwZfklVtyB05lQtAjJpgFkA/Bd8Wa1PckEUfoKtclZJhAtz3oRDsVMu4NOABlb+6w5DOWLMium+1tflSDQns1dbsrvqNEVROJjmFu+TVcrGhaWftemTdj0ifdR1qkx8MFuM3PVTq2OLkuvJxi8AJChBpCQolRJKVEeTAr78bu7TfdyTzWo5/+aUGSNFRpTrOSDu9c1ob3OgSr5z5ZKAo5inKYFRwmMb1hOyFInvmpxK6zaKp45bPqRmkYowGUPk1FNsZ9w9+WjKPpHAS6C6DV2Yx0mDz69b+G+t0EcmkWm5RCG2qAoEsWjZc4ZRBnSmKjcjcMDxscfIZ3YRkKkDkHjEkDi4TmUAD+fet1ElyFYrI2xwbx2S9/+ORaDLEZDrshy9Sj04Cf4GroMCrlUui8mU0Sy5EmtdSREZb+cx9ffeJ1cX6475Ua68wEooN2ZjKL5XcHfK8W2y3zs7Ua5XQEmeeqmPJLI0PlU1btnK5ffiIOT1NYjSHcUUuLWamD6A4VfiaUmdFss+i0Di/0Gg4Zl6cXtE2fYaTsB/IIM/YGtWescZYuAIHXZ/CjyGrgsIYyC0dEwgrlx82T2wwK/ZBhyTKFVgunp16k0x9jV/S8/Ee+2lzc91GPH7wKV52pQE8Hoz25EvWFMIo/GAbiK2MWmpyOHT8lwRFVnuYp6CFE3zkQFHyDOCw1yNq3ahK1808KBOeaBT6by7m526Amyu7k3hrdR2ZH0p7+e+5B0hURniwO2Ugh/4TN4JcxR98GiM4GIDr648l3dw8GOTF66hhZwkRiznJ+/M1o7zJMEetvyV3jjzm1QQif4dRJEE7rdgr+XMQJ0JvLIA0JEM7sP9Bo8lk2xDnLADlcfxwV1AUM9eH42c2jpoA6GgI3IRbBYdhTjsGi1p8Uxq0p+wfE476aJQ2r0D3zTL+3umScdoJktT0raZi5MHFcHBzh+/d+hMNtJtprOL60tvfHFG9ACTyBsZkyjsdtqTub0ujbWhKOXLJ9IPuptCC+qWj2HGUGOwVtyfMa1v5TUXP7OJuuzovoyduyAzK9I9chECoORm//2oMgnqPg5sfNyPmYk63Ayu4VDPm+8C920o/MbD0WwUfziFqkIdAa61TnvfyGojnXd3D1VNiZgpT/zoIFcNS0lg0cW/Zbn4p2w4jQD0xeqzgpPobkY2qC8Cr0trhuWgUxyyX/Z8Ro8OqQALrODxOZXEhPOM/nLkBFG/2FjFsqdehFGQRB7SCPlWSkbytgoeBI9HP+aVVDIU3AaWY/ZBJndRChFPy3xfS0S2UDLSCatOLUiT/hLg3tsXt+N9cKjqQJ9kiX8Df8ZeyRU/jwy3ohs7+73E0SeIUIEWf11tGxe85SNZw/hG0YwW1T9A1DwCYw1oQEhkNRFMKKGAHGxc2bCdCYjQdioa0BWtslRkS7qR6TMa+j7hjvELWFZnD48CoGNrbIdJDZGI8u8ck54to4mPXLGr2OmqbTzWjPcKpBOrDh5Zk/q1LguGWQDRH1sIqI+DyhpXJBHAB2A7FrkfR5FR5Oa97t7A7FkMBSsMAL0b+VxdXKVyDb2OuVQyKr/y3yfkxvCZaWBsuL4LYWMmhUgl1NjeZtn2Knh9m3PQxOao6mX+g0bn50aTNELzJ4cSSqGJUNMk1CWpjdSaFXIK6WRdsWMAk+zoL7dq0fm/vrrPmrgVrbjvPNBa/LoHPzU+uktqiMRBgVZuxpGWiPrVNeQSTc1fhcq186Ix2Y0ysrKrdNY9ReYefIKPKfLMueYiA2xQDk6WokLeAZLQ4XjRgJkf/rbbwsEx9bXkFccJPO32Rtp7tEG10i6lBy2Xx65YJPJMmhLEBfmdj7Zc9sYUhEx8TIPDaZGYow4mOjHksPWAktwNltp9oVSQaBHwLKHgIH3WuhUbOfRdCg/dPampKjuBvI7XaydjMKGP8+UR4NrVsQ7gnbSFcM24XqlEL/vxzLpo/3e7wg876q0hWfdXFmDK2wGWeeLcm+CVoFJNLRoVrlg0kGhQ0ciSQBCetxIjWeyi5SfbRnt5xsyDqo7eu0eDJOYjEJFxWvraXtcbARFyIZD3fNovcD5w6a8wTiIiWyZBrNJthnhk/WGXu9zJesHGy/kPEhmZaKHGaQ1M5Xtme8/DJbsT3PIpLqWcgefCFOo46fUgb00ITETdYDpkAaesGNwYM/eMyR/Fsi1h9Y6A7V/m6NSGlJ0Ra62/PK3ZuA/tjHFLisfv/PNw6leXYM4hnO3f18MgkQ9R4M2NkQrrDZ+wh6MGZGNOo5Ae9xYB2sb6xA+gnILtUwyWWeABGI3FP2mW0xbG4Wu6YwOtsdGG/TksD85OLCx7DXSDpMNca4Qn3H+V/znaKKWiNit2SGQ4lemCBVVqOSgkOjfSsivwz/46AxSZ49sHwYYvLiSzh8Q8KdZKuDz47D+NrNLN+OT6A/m7XFUzEnZC3bNU/vzq2jQ7CqxMPB5+LU3PyRABZsAcnvAxRdN12kN8iji7aLg+krnac8GM/9PFm5G5mgDqr6KFxczOnNxmw8P+143wZPAaRZgF8sAP0+cZaN0fTxApbN9tenHplP4TOOiyWw5RTQRUtfmE59nMZauRtq7F0ObAjRXEelxveef9dC1lhipBrm4Y6EPlsHLndIS9O05buUwVY0EcxFeZQ0bgeZWBQhwHaDVT/CP5egUcSS1LhOzbyOykCUgCiJXZzP4wkDve9cX3LFNV3L2gnUeupkOPzmWdoTExkLgQ0TZEc/e5o9H2Nj8LwUg3pSPKBUucuSkMBMMahu5b5B4yg9WtAxvHr1SyB44zFUbXD5XJL3oIpyRCRZsUoCRKnwRFDisLoF+tzqEs6i8zVUD/fnJPKa709LPWlwMCFY49SPnHvi5tHbFvKOZQiP8rMaa5qBSJxgsFZfykdCzZm2qWituqNzYMvJWPkT2cjmNQgPVV4pqFT1IRcdJdIO0iYRAthCCjftwY83ndX2EvgRcO01BbcsW2w8fwL1w4MdVf+f9LrGFT8v8lVp1QAqBcw4Md194z76MXTATV8zL/m1QgBHdl7KZHp7gfMUDD+7RepJb61NesPWqm0tNQgkLd2WLLt4dHKO/Dw42z/T+dxvIFm3d2vz57z3qGiy/Bsk3qJF/Eng1sONFGle+b8Fqsy0UaTm960OcTHhHxRngVX4P7dMtxH3wz0zp1TFwkn8c4kysqZXGMZXP9nHNBJ6RfEjAl3TKOhHMP5kveKEiK6pub0=
publicerad 29 oktober 2019