Brand as driver of customer experience: Marie Buschhorn and Tamara Ertl at the WFI – Ingolstadt School of Management.
Our brand sparring partners gave impulses from brand management practice in the master lecture »Service Management«. On the basis of our customer MAN Truck & Bus, they demonstrated how a classic manufacturer can develop out of the brand into a solution provider and how a clear brand strategy can ensure differentiating customer experiences. The lecture concluded with an open and lively round of questions. For example, when and why external consulting makes sense in brand management and what added value is associated with it.
Many thanks to Prof. Dr. Jens Hogreve and Hannes Fleischer for the invitation and the positive feedback! We are looking forward to the further exchange!