The Business of Brand Management | Page 12

SHORTS

Editorials

Brand, but the right one.

The article "Social market economy, but the right way" by Jochen Andritzky and Nils Hesse in the FAZ of 18.07.23, which is well worth reading, not only […]

Editorials

More is more than more.

Jürgen Siebert titled his last column for PAGE on 08.03.23 "More is more". He is referring to the new BURBERRY branding and the "faceless redesign" of BALENCIAGA, […]

Editorials

Brand manifesto

Franz-Peter Falke Günther Misof Cecilie Schjerven

Brands as a process Brands cannot simply be "made". They are initially an idea in the mind of the entrepreneur. This idea must be translated into first-class […]

Editorials

The brand starts on the inside.

Strong brands need an organization that is as solid as it is flexible. All good brand management begins internally - in the organization of the company concerned. […]

Editorials

Making brands - 6 questions for Jürgen Häusler.

Prof. Dr. Jürgen Häusler

Interview by Rolf-Günther Hobbeling, Chief Editor Springer Gabler, with Prof. Dr. Jürgen Häusler, Honorary Professor of Strategic Corporate Communications at the University of Leipzig and, until his […]

Editorials

You can only reap what was sown beforehand.

The world has been holding its breath for weeks. And Adidas' misstep has made it clear how quickly companies can shatter their (brand) china. Many experts are […]

Editorials

Otl Aicher and Alexandre Wollner - branding to the power of two.

Prof. em. Dr. Klaus Klemp

"You can draw a good logo in the sand with your big toe." Kurt Weidemann (graphic designer, typographer, logo designer and consultant, 1922 - 2011). The brand […]

Opinions

Brand, but the right one.

The article "Social market economy, but the right way" by Jochen Andritzky and Nils Hesse in the FAZ of 18.07.23, which is well worth reading, not only […]

Opinions

More is more than more.

Jürgen Siebert titled his last column for PAGE on 08.03.23 "More is more". He is referring to the new BURBERRY branding and the "faceless redesign" of BALENCIAGA, […]