Strong personalities form strong brands. But even without a dominant founder figure, brands can and must develop their own personality. This is made possible by systematic brand management with convincing content, clear structures and defined processes.
Seven legal traps to avoid in brand development
A successful brand doesn’t just happen overnight – it has to be developed. Prudence dictates to get a trademark lawyer and brand consultant on board as early as the development stage in order to tap into their expertise and to avoid any pitfalls
Good Leadership
Besides a famous founding personality, sound strategic and operational brand management are important factors for a brand to be successful. However, a brand has to be able to evolve independently from its hallmark VIP
Managing brands globally
Global brand management frequently involves exactly the same tasks, whether it concerns a small to medium sized company or a large corporation – only the prerequisites are different. As soon as a brand is managed worldwide, the challenges faced by the brand manager start being a lot more complex
Brands work day in – day out
Brands are his specialty. Dr. Matthias Hüsgen had three key messages for students studying for a master’s degree in Marketing/Sales/Media at Augsburg University for Applied Sciences during the 2013/14 winter semester: »Strategy is the foundation«, »Strong brands need to be managed intensively« and »Keep it precise and simple«
B8 @ Karlshochschule International University
Dr. Matthias Hüsgen presented methodologies and case studies from the perspective of a brand sparring partner to students on courses of international business, international marketing, and international media and communication management
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Starting a consulting business
»What customers expect from a consultation has changed dramatically in recent years. Strategy and concept development are no longer enough – their implementation is also part and parcel of customers’ wants and needs«
B8 @ University of Applied Sciences Würzburg-Schweinfurt
»Brand management from a Brand Sparring Partner’s perspective« – that’s what Dr. Matthias Hüsgen offered international students of Prof. Dr. Karsten Kilian’s Faculty of Economics at the University of Würzburg-Schweinfurt on December 6, 2013
Real experiences, real results
Putting oneself in the customer’s shoes pays off with success that can be measured: Dr. Matthias Hüsgen and Armin Schlamp explain how to get from brand strategy to brand experience in 5 steps