New study: Image of German Brand Names 2018
In the past two years, Germany has defended its leading position as the leading country of origin of high-qual...
New study: Swiss Power – Image of Swiss Brands 2018
The strength of the “Swiss Made” brand is waning. This is the key message deduced from a survey conducted ...
Drawing strength from the DNA of the target market: how local myths offer additional impetus for brands
Without a deep understanding of local culture and myths, hardly anything works in the major growth markets, ev...
The appeal to emotions: how to address the rising individualism among consumers
As a result of rapid social and economic change all over the world, individualism is on the rise everywhere, e...
Culture drives consumption: Why cultural values are important in brand building
The rapid changes of our time lead to conflicts between cultural traditions and new ways of life. Career advan...
Market-driven positioning: Only the best value proposition guarantees success
Insiders have known it all along: When foreign companies succeed in growth markets, half of the success factor...
Global, hybrid or local: Four decision factors for the right degree of adaptation to the target market
The successful positioning of a brand is part of the high art of marketing. Based on complex factors, a concep...
From brand image to purchase activation: 4 stumbling blocks in brand communication
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in th...
Successful internationalization strategy of brands – It’s all about the right start!
Despite the protectionist demeanor in Washington D.C., German companies have realized record investments abroa...
Successful brand development in the major emerging markets
Two renowned brand experts have published their Springer Gabler book “Successful brand development in th...
