Brand Management

"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 […]

Brands are made. Or: in the beginning there was courage.

TO BE DISCUSSED

Please don't misunderstand: we are delighted that Telekom, a German brand, has been rated as the most valuable European brand. Even if we briefly ignore the fact […]

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 […]

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 […]

Let's get serious, or: No more naked swimmers!

Alexander Rauch

TO BE DISCUSSED

In light of President Trump's new visionary proposals for the future of the USA and the global economy, Germany's star economist Marcel Fratzscher warns: We in Germany […]

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