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...
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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 ...
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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...
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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...
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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...
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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...
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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...
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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...
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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...
