The Business of Brand Management | Page 7

SHORTS

Who cares?

Alexander Rauch

TO BE DISCUSSED

Dear reader, The other day at the kitchen table: The fourteen-year-old reports that a schoolmate - let's call him Jan-Torben - has done all his English work […]

Government efficiency or brand destruction?

To be discussed

Dear reader, Since Elon Musk has been rampaging around as Donald Trump's chief advisor or personal cost-cutter (official title: "Special Government Employee"), he has not only cut […]

The Role Of Corporate Brands In Competitive Advantage.

To Be Discussed

Dear reader, The importance of the success factor "strong corporate brand" in many facets of the company has rightly moved into the consciousness of brand management (with […]

2025 - bad prospects for the hoodie!

Alexander Rauch

To Be Discussed

Dear reader, Has Mark Zuckerberg thrown himself into the dust in the face of Trumpism? Or is the abandonment of fact-checking the well-deserved end of left-liberal hegemony? […]

What do people think about Germany?

Alexander Rauch

To Be Discussed

Dear reader, As we know, there are many country rankings - the one by WPP, Wharton and US News is one of the more serious ones, as […]

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

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 […]

Editorials

Identity, brand, future (III)

PERSPECTIVES

A discussion with AI as an experiment. We have reached the third round of our discussion with the Chinese AI chatbot DeepSeek. After considering the development of […]

Editorials

Urban Villages™. On the Commodification of Heterogeneity in the Branded Cityscape

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

Urban branding is based on a fundamental paradox: it seeks uniqueness—yet increasingly draws on what has traditionally resisted representation. It is the unruly, unofficial, socially unregulated spaces […]

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 […]