Brand Management

(Giving less) brings blessings!

Alexander Rauch

TO BE DISCUSSED

A stroll through the supermarket or a trip downtown makes us shudder for a moment: The overall visual impression suggests that Christmas is just around the corner! […]

Brand Spotlight: Time for a Midterm Review.

Laura Schreiner

TO BE DISCUSSED

In late 2025, McKinsey described a remarkable trend in its study “State of Marketing Europe 2026”: European marketing executives cited branding as their top priority for 2026, […]

Arriving in an unfamiliar city.

Dr. Eric Häusler Prof. Dr. Jürgen Häusler

REREADING. RETHINKING. (4)

People associate particular possibilities with urban life: work, freedom, entertainment, encounters. They fear being overwhelmed, loneliness and exclusion. Tokyo inspires different hopes and fears than Berlin or […]

How to avoid becoming a successful brand consultant?

Prof. Dr. Jürgen Häusler

Anyone wishing to avoid a successful career in brand consulting – and who wouldn't? – should take precautions early on. Studying the social sciences is a good […]

Functional Foods: Where Do the Health Benefits End and the Marketing Begin?

Laura Schreiner

TO BE DISCUSSED

Protein yogurt, omega-3 eggs, kombucha with an adaptogen boost, or Fibermaxxing (high in fiber): When shopping, many of these products sound like a major health upgrade. Functional […]

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