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CHAPTER 11 Managing Brand Equity > CHAPTER CHALLENGE


Dig deep to uncover the value of your brand that resonates beyond product features. Then strive to make this value visible through all customer touch points.


Jeff Mikula, Vice President, Global Branding & Marketing Communications, Hill-Rom, Inc.

Jeff, you have been involved in brand management and planning for over a decade. Tell us a bit about your corporate experiences in creating and managing brand value.

I have been truly fortunate to influence a broad spectrum of corporate and product brands ranging from startups to the Fortune 500, in both agency and corporate roles. My career has spanned 17+ years, and I have worked in many different areas including brand integration, planning, brand expression/identity development, positioning, architecture development, product development, and commercialization. Great brands touch many parts of the business and the customer experience. That I have so much diversity in my background really has helped me take the brand work to even higher levels of success. Currently, I’m working to do just that with Hill-Rom, a leading worldwide manufacturer and provider of medical technologies and related services for the health-care industry. The company is a strong and prolific brand in hospitals, post-acute care, and other patient-care settings around the world. I’m leading development of global corporate brand and product strategies for Hill-Rom that will enhanc....


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