The Business of Brand Management | Page 10

SHORTS

Do soccer fans and investors tick the same way?

Alexander Rauch

To Be Discussed

Dear reader, Identity means the perception of one's own situation and characteristics, manifested through specific personality traits, beliefs, forms of expression and actions - and sometimes through […]

Global brands on a shrinking course?

Alexander Rauch

To Be Discussed

Dear reader, Big news from Audi: in China, the country to which the Volkswagen Group has unconditionally surrendered itself, Audi will soon exist twice as a brand! […]

Editorials

The economy of disappearance: about places where brands have no business being.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

In the attention economy, one thing seems certain: visibility equals success. This idea has become one of the unquestioned core assumptions of our time. Brands are seen […]

Editorials

Identity, brand, future (IV)

PERSPECTIVES

A discussion with AI as an experiment. In the previous three parts of the interview, we spoke with the Chinese chatbot DeepSeek. But there are a whole […]

Editorials

From strong brands to heavy earths. A geopolitical turning point?

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Brands are—par excellence—the symbol of Western world order. They represent not just products but power, influence, identity. Apple, Microsoft, IBM, Ford, Coca-Cola, Nike, McDonald’s, Google, ExxonMobil, Pfizer, […]

Editorials

The ends of the parabola

Uli Mayer-Johanssen

RE-VIEW

If we save ourselves poor, it makes people ill. If there is too much choice, it makes us unhappy - despite our enthusiasm for diversity. Not only […]

Editorials

The branded enemy. How Trump turns people into labels

Prof. Dr. Jürgen Häusler

In early July, a journalist asked Donald Trump a question about political responsibility for the recent flooding in Florida. Trump did not respond with facts or policy—he […]

Editorials

Brave new world in ruins (2)

Uli Mayer-Johanssen

RE-VIEW

The willing executors In the early days of digital media, the pioneers marketed themselves as the saviors of a world without borders. Today, they are proving to […]

Editorials

Warning: Nation branding can lead to a loss of reality.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Jessica Gienow-Hecht is a leading historian of transnational cultural and foreign policy. All the more reason for branding experts to be curious about her new book: Vom Staat […]

Opinions

AI requires a new way of thinking - for business and society

We are discussing the impact of AI on branding, marketing and corporate communications with great passion. This is important and right. However, perhaps we should take a step back […]

Opinions

A world without brands

What remains when brands one day disappear?A reflection on meaning, soul and responsibility in a perfectly smooth world … more. For more than twenty-five years, I’ve been […]