Without a strong employer brand, companies have no future
07.11.2016 - How do I find the right employees to master the challenges of Industry 4.0? A clearly defined employer brand is essential.
Von Benedikt Streb
Mainstream makes brands interchangeable – the problem of “Middle Brands”
08.08.2016 - It is very dangerous for a brand to become part of the interchangeable mainstream. Why the middle is a bad position and how a brand can get out of it again is demonstrated by the fashion label s.Oliver.
Von Dr. Judith Scholz
Digitalization – an opportunity for brand management
13.05.2016 - Gaining competitive advantages through clever digital brand management – this is the topic of a talk by Klaus-Dieter Koch at the ZfU Conference “Strategie, Kultur & Business Innovation” (Strategy, culture, & business innovation).
Von Alexandra Hartmann
No-Name instead of brand: What do retail customers accept?
02.05.2016 - When customers can no longer find their favorite products at their retailer, they don’t simple change the product brand – they’d sooner change retailers.
Technology companies need the power of the brand
18.04.2016 - The digital transformation makes technology companies drop their “Hidden Champion” status and instead shape the future with brand strategies.
Von Jürgen Gietl
