Why geography matters in brand building: Expansion by regions and city clusters
The major growth markets are more like continents than individual countries. Hundreds of languages, regional t...
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Catching the second wave of brand loyalty: Customer loyalty as a special challenge
The dynamics in major growth markets can hardly be surpassed. Many things change at the same time. Internation...
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Good storytelling marketing wins half the battle for young target groups
Most companies are convinced that their brand has fully exploited its potential. But far from it: the brand ca...
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THE BUSINESS TRANSFORMATION OF AN 80 YEARS OLD BUSINESS INTO A LEADING INNOVATIVE MATERIAL SOLUTIONS BRAND
When Bayer spun off its plastics business in October 2015, a new chemical giant emerged with 16,000 employees ...
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A FUTURE-ORIENTED ORGANIZATIONAL COMMUNICATION SET-UP FOR A FINANCIAL PROVIDER
SIX is an international service provider for the financial industry and operates ...
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SETTING UP THE RIGHT BRAND BUILDING STRATEGIES OF A PIONEERING TECHNOLOGY LEADER
ABB had recently undergone a brand repositioning process, laying the ground for the brand to drive an overall ...
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#DieselGate – Loss of confidence in Germany, but image recovery in the US and China
The diesel scandal has a considerable impact on German car brands. In Germany, it has led to a significant los...
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Consumers have doubts about Germany’s innovation strength
Germans do not have much confidence in their own country with regard to the industries of the future. Only one...
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Foreign sells: Why the country-of-origin effect is an important brand lever
Colorful advertisements, television ads and tourism: foreign influences in the major growth markets are gettin...
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New study: Image of German Brands 2018
In the past two years, Germany has defended its leading position as the leading country of origin of high-qual...
