Library

"I'm the boss, so what I say goes".

Stumbling blocks of the German brand. The highly interesting article "Politische Polarisierung, Kommunikation und Regelbefolgung" by Matthias Sutter in the FAZ of 21.12.24 inspired me to ask […]

The Role Of Corporate Brands In Competitive Advantage.

To Be Discussed

Dear reader, The importance of the success factor "strong corporate brand" in many facets of the company has rightly moved into the consciousness of brand management (with […]

2025 - bad prospects for the hoodie!

Alexander Rauch

To Be Discussed

Dear reader, Has Mark Zuckerberg thrown himself into the dust in the face of Trumpism? Or is the abandonment of fact-checking the well-deserved end of left-liberal hegemony? […]

The city as a brand. (2/6)

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A series of six articles. It must be the dream of every ambitious brand maker: to turn a city into a strong city brand. It is certainly […]

The core topics for efficient brand management.

To function well, the brand must be part of the corporate strategy and not just lip service. To achieve this, a number of prerequisites must be met […]

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