The Business of Brand Management | Page 7

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Editorials

The city as a brand. (6/6)

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

From splendid uniforms to camouflage that can be confused.

Prof. em. Olaf Leu

I was happy to comply with the request of the editor of this medium to write an article about my individual understanding of brands and trademarks. However, […]

Editorials

The city as a brand. (5/6)

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

"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 […]

Opinions

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 […]

Opinions

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 [...]