The Business of Brand Management | Page 12

SHORTS

Editorials

"Quiet Luxury" from the Valais.

Dr. Ulrike Grein Gernot Honsel Taco van der Luijt

A winery on the way to becoming a top brand. Top wines with untapped brand potential The traditional family business Kellerei Leukersonne was already well known to […]

Editorials

"Everyone is in the business of brand management."

Dear reader, I wrote "Everyone is in the Business of Brand Management" in 2017 at the launch of THE BUSINESS OF BRAND MANAGEMENT. A topic that is […]

Editorials

The city as a brand. (4/6)

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 […]

Editorials

What companies and brands should do now.

Walter Brecht Alexander Rauch

Never waste a crisis. Germany is experiencing a significant economic downturn. While CEOs and CFOs are concerned about the future of their companies, some brand managers continue […]

Editorials

The city as a brand. (3/6)

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 […]

Editorials

Do Strong Brands Distinguish Themselves Through Clear Value Orientations? Radio Yerevan: "In principle, yes, but…"

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

As brand strategists, we tirelessly repeat that strong brands are characterized by clear value orientations. Most recently, this [...]

Editorials

Dortmund: On the way to becoming Germany's strongest city brand

Johannes Christensen

Dortmund - a city with history, character and a future. But how can all these facets be united in a clear message? A comprehensive branding process was […]

Opinions

Trump™

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Welcome to the age of political branding. Parties become platforms, candidates become brands, election campaigns turn into marketing campaigns: emotionalized, designed, media-ready. To succeed today, you don’t […]

Opinions

Papal election™

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Some brands stand for trust. Others for innovation, sustainability, or adventure. And then there is the Vatican. An organization whose symbolic power is built on a paradoxical […]