B8 @ Pforzheim University of Applied Sciences

Last week, Kathrin Rothfelder and Anna Scheuernstuhl followed the invitation of Prof. Dr. Brigitte Gaiser und Prof. Richard Linxweiler and talked about the topic »Brand Management – From Strategy to Action« at Pforzheim University of Applied Sciences. For Anna Scheuernstuhl this meant to go »back to the roots«, as she herself is an alumna of the master program »Creative Communication & Brand Management«.
  
In their lecture, the two brand consultants discussed the relevance of brands, demonstrated how brand differentiation works and showed how brand strategy can contribute to that.
By means of two selected B2C and B2B cases they then demonstrated, how brand strategies are developed in practice and how their rollout can be successful.
  
A vivid Q&A session ensured a great ending to the visit at Pforzheim University.
 

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