The Business of Brand Management | Page 3

SHORTS

Love goes, brand stays.

Alexander Rauch

TO BE DISCUSSED

Apparently equally important for "Spiegel" and "Bild": Brax terminates the advertising contract with ex-power couple Basti Schweinsteiger and Ana Ivanović ahead of schedule. The two are obviously […]

Posture comes from holding

TO BE DISCUSSED

Another discussion about whether brands should take a stance on social and political issues? Yes, unfortunately. Since the new US administration has been trolling the LGBTQ+ movement, […]

Attitude is not a question of the moment

Laura Schreiner

TO BE DISCUSSED

It wasn't just tennis fans who watched: Rafael Nadal's last appearance at Roland Garros. No victory, no title, no grand final. And yet: a moment that made […]

Progress is a formality

Alexander Rauch

TO BE DISCUSSED

There is a lot of moaning about how we are delaying the "mobility turnaround". And the moral cudgel is always involved: Apparently, a large proportion of car […]

How political should brands be?

TO BE DISCUSSED

Dear reader, We maintain that the central task of brands is a purely economic one - ensuring sales and earnings for the brand owner. Of course, this […]

Is your brand global or local? Or can it be both?

Alexander Rauch

TO BE DISCUSSED

The attitude of customers towards global or regional brands is not only interesting in theory - it can determine the success of entire business areas, even companies. […]

Brand activism for Labor Day: Uh..., no.

Alexander Rauch

TO BE DISCUSSED

Of course, we don't know how you spent Labor Day. At any rate, there were 300,000 people at the union-organized May Day rallies. But there were no […]

M for courage.

TO BE DISCUSSED

We have often talked here about the importance of entrepreneurial courage for brand development and management. However, to make it clear once again: we need courage for […]

USA, the Danes, and Easter.

Alexander Rauch

TO BE DISCUSSED

The wise Warren Buffet famously said that it takes twenty years to build a good reputation and only five minutes to ruin it. Well, Donald Trump has […]

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

ACHSENZEITEN

Prof. em. Olaf Leu

ACHSENZEIT, this term was coined by the well-known philosopher Karl Jaspers. He explicitly referred to the historical moment in which fundamental changes take place and the foundations […]

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 […]

Interviews

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 […]

Interviews

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 […]