Branding.
Overview
| Works: | 166 works in 29 publications in 29 languages | |
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Titles
Re-modeling the brand purchase funnel = conceptualization and empirical application /
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Bricks to clicks = why some brands will thrive in E-commerce and others won't /
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Political marketing and management in Ghana = a new architecture /
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Vintage luxury fashion = exploring the rise of the secondhand clothing trade /
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Personal brand creation in the digital age = theory, research and practice /
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Storytelling in organizations = a narrative approach to change, brand, project and knowledge management /
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Frontiers of sound in design = a guide for the development of product identity through sounds /
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Designing luxury brands = the science of pleasing customers' senses /
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Brand platform in the professional sport industry = sustaining growth through innovation /
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Marketing food brands = private label versus manufacturer brands in the consumer goods industry /
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Digital influence = unleash the power of influencer marketing to accelerate your global business /
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Employer Branding für die Logistik = Mit Social Media eine attraktive Arbeitgebermarke entwickeln /
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Digital Connection = Die bessere Customer Journey mit smarten Technologien – Strategie und Praxisbeispiele /
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Signaling Family Firm Identity = Familiy Firm Identification and its Effects on Job Seekers’ Perceptions about a Potential Employer /
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Employer Branding = Komm zu uns, bleib bei uns, binde dich an uns – so bauen Sie eine starke Arbeitgeber-Marke auf /
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Unternehmensreputation im digitalen Zeitalter = Wie Mitarbeiter die Online-Reputation bei Kunden, Kollegen und Bewerbern beeinflussen /
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Markenführung mit Archetypen = Von Helden und Zerstörern: ein neues archetypisches Modell für das Markenmanagement /
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Omnichannel Branding = Digitalisierung als Basis erlebnis- und beziehungsorientierter Markenführung /
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Luxus als Distinktionsstrategie = Kommunikation in der internationalen Luxus- und Fashionindustrie /
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Praxisratgeber Video-Marketing = Strategie, Produktion, Tools, Verbreitung /
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Trendbasiertes Innovationsmanagement = Ein Modell für markenbasiertes Produktmanagement /
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Kanzlei-Knigge = Taktvoll, sicher und gewandt im Umgang mit Partnern und Mandanten /
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Social Media als Instrument der Kundenkommunikation = Vergleichende Studie von Unternehmen in China, Deutschland und den USA /
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Digital Influence = Unleash the Power of Influencer Marketing to Accelerate Your Global Business /
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Neuro-Advertising = Gehirngerechte Werbung für mehr Erfolg in Ihrem Markt /
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Designing Luxury Brands = The Science of Pleasing Customers’ Senses /
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Brand Platform in the Professional Sport Industry = Sustaining Growth through Innovation /
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Vintage Luxury Fashion = Exploring the Rise of the Secondhand Clothing Trade /
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Social Media Marketing in China mit WeChat = Einsatzmöglichkeiten, Funktionen und Tools für ein erfolgreiches Mobile Business /
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Kanzlei-Knigge = Taktvoll, sicher und gewandt im Umgang mit Partnern und Mandanten /
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Marketing Food Brands = Private Label versus Manufacturer Brands in the Consumer Goods Industry /
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Employer Branding-Projekte erfolgreich gestalten = Ein praxisorientierter Leitfaden zur Entwicklung einer Arbeitgebermarke /
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Erfolgssicherung von Marken durch Authentizität = Die Bedeutung von Authentizität zur Erklärung von Rückwirkungseffekten bei Markentransfers /
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Markenportfoliomanagement im Lebensmitteleinzelhandel = Entwicklung eines strategischen Planungs- und Handlungsansatzes /
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Praxis-Check digitale Markenführung im Mittelstand = Leitfaden für die nachhaltige Transformation von analog zu digital /
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Identitätsbasierte Markenführung = Grundlagen - Strategie - Umsetzung - Controlling /
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The Power of Communicating the Family Firm Status = The Positive Effect of Family Firms as a Brand on Consumer Buying Behavior and Consumer Happiness /
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Frontiers of Sound in Design = A Guide for the Development of Product Identity Through Sounds /
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Markenmanagement mit System = Wie Sie Ihre Marke strukturiert aufbauen und führen /
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Personal Brand Creation in the Digital Age = Theory, Research and Practice /
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Intramarkenimagekonfusion = Eine empirische Untersuchung am Beispiel der Automobilindustrie /
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Brand Gender = Increasing Brand Equity through Brand Personality /
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The Corporate Reputation of Multinational Corporations = An Analysis of Consumers’ Perceptions of Corporate Reputation and its Effects Across Nations /
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Storytelling in Organizations = A Narrative Approach to Change, Brand, Project and Knowledge Management /
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Thriving in the Gig Economy = Freelancing Online for Tech Professionals and Entrepreneurs /
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Advances in Advertising Research X = Multiple Touchpoints in Brand Communication /
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Die Kultmarke = Das einzigartige Momentum in der Markenentwicklung /
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Marken und Start-ups = Markenmanagement und Kommunikation bei Unternehmensgründungen /
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Innovativer Einsatz digitaler Medien im Marketing = Analysen, Strategien, Erfolgsfaktoren, Fallbeispiele /
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Vermögenswert Marke = Mit Brand Management messbar zum Unternehmenserfolg beitragen /
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From Single to Scale = How a Single Person, Small Business, or an Entrepreneur Can Grow Their Business to Profit /
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Experiment-Driven Product Development = How to Use a Data-Informed Approach to Learn, Iterate, and Succeed Faster /
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Create and Deliver a Killer Product Demo = Tips and Tricks to Wow Your Customers /
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Interne Kommunikation und Unternehmensführung = Theorie und Praxis eines kommunikationszentrierten Managements /
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Storytelling mit Archetypen = Video-Geschichten für das Content Marketing selbst entwickeln /
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Competitive Branding Strategies = Managing Performance in Emerging Markets /
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Stärkung von Retailer Brands im Automobilhandel zur Steigerung der Kundenloyalität
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Internal City Branding = Ein empirisch validiertes Modell zur internen, identitätsbasierten Markenführung von Städten /
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Methodisches Content Marketing = Erfolgreich durch systematisches Vorgehen, integriertes Arbeiten und klare ROI-Orientierung /
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Markenorientierte digitale Transformation = Wie Sie Ihr Unternehmen erfolgreich in das digitale Zeitalter führen /
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Quick Guide Agile Content-Produktion = Die Customer Experience an allen Touchpoints optimal gestalten /
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Management of Shari’ah Compliant Businesses = Case Studies on Creation of Sustainable Value /
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Erfolgreiche Interne Kommunikation im Digital Workplace = Basics und Tools: Social Intranet, Mitarbeiter-App, Mitarbeitermagazin /
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Employer Branding mit Archetypen = Der archetypische Persönlichkeitstest zum Finden von markenkonformen Mitarbeitern /
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Perceived Brand Localness = An Empirical Study of the German Fashion Market /
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Brand Storytelling in the Digital Age = Theories, Practice and Application /
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Conspicuous Employment = Theory, Measurement, and Consequences of Prestigious Employer Preference /
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Nostalgie als Chance für die Markenpositionierung = Wie positive Erinnerungen Marken differenzieren können /
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User Experience Is Brand Experience = The Psychology Behind Successful Digital Products and Services /
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Claims und Slogans als Instrumente der strategischen Markenführung = Grundlagen, Visualisierungsmodelle und relevantes Markenrecht /
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Strategische Entwicklung von Sportvereinen = Wie Vereine nachhaltig zu starken Marken werden: Analyse, Planung, Umsetzung, Controlling /
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Die Kirche als Marke stark machen = Ein Basis-Leitfaden für kirchliche Gemeinden und Organisationen /
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Visuelle Markenkraft = Mit den richtigen Signalen die Markenattraktivität steigern /
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The Rational Homo Psychologicus = Creating Thoughtful Businesses /
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Führungsaufgabe Interne Kommunikation = Erfolgreich in Unternehmen kommunizieren – im Alltag und in Veränderungsprozessen /
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Luxury Tourism = Market Trends, Changing Paradigms, and Best Practices /
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Experience first – Marken erlebbar machen = Erfolgreich sein in der Experience Economy /
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Erfolgreiche Mitarbeiterkommunikation für CEOs = Basics und Tools: CEO-Blog, Dialogrunden, Events, Mitarbeiterbeteiligung /
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Cross-Cultural Brand Personality and Brand Desirability = An Empirical Approach to the Role of Culture on this Mediated Interplay /
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Kundenzentriertes Markenmanagement = Effektive Markenführung entlang der Customer Experience Journey /
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Rethinking Luxury Fashion = The Role of Cultural Intelligence in Creative Strategy /
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Marke und digitale Medien = Der Wandel des Markenkonzepts im 21. Jahrhundert /
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The Reign of the Customer = Customer-Centric Approaches to Improving Satisfaction /
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Forum Markenforschung 2018 = Tagungsband der internationalen Konferenz „DERMARKENTAG“ /
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Architektur als Instrument der Markenkommunikation = Die implizite Wirkung gebauter Botschaften /
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Social Media im Tourismusmarketing = Wie Urlaubsanbieter in sozialen Medien Sichtbarkeit und Direktbuchungen steigern /
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Influencer Marketing for Brands = What YouTube and Instagram Can Teach You About the Future of Digital Advertising /
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Gemischtes Gehacktes = Unbekannte Theorie-Objekte der Trendforschung /
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Designing the Music Business = Design Culture, Music Video and Virtual Reality /
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Perspectives on Consumer Behaviour = Theoretical Aspects and Practical Applications /
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Events und Messen im digitalen Zeitalter = Aktueller Stand und Perspektiven /
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Rock the Tech Stage = How the Best Speakers in Tech Present Ideas and Pitch Products /
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Digitales Bewegtbild im Media-Mix = Grundlagen, Herausforderungen und Planungsbeispiele /
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Ganzheitliche Markenpositionierung = Erfolgreiche Markensteuerung durch richtige Positionierung im Marketing-Mix /
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Advances in Creativity, Innovation, Entrepreneurship and Communication of Design = Proceedings of the AHFE 2021 Virtual Conferences on Creativity, Innovation and Entrepreneurship, and Human Factors in Communication of Design, July 25-29, 2021, USA /
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Was Marken leisten könnten = Eine Kritik des Markenmachens – Anregungen aus der Praxis /
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Identitätsbasierte Markenführung = Grundlagen - Strategie - Umsetzung - Controlling /
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Storytelling mit Daten = Erkenntnisse gewinnen, Strategie entwickeln und Unternehmenskommunikation auf ein neues Level heben /
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An Insider's Guide to Place Branding = Shaping the Identity and Reputation of Cities, Regions and Countries /
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Design Thinking for Food Well-Being = The Art of Designing Innovative Food Experiences /
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Advances in National Brand and Private Label Marketing = Eighth International Conference, 2021 /
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Grüne Markenführung = Grundlagen, Erfolgsfaktoren und Instrumente für ein nachhaltiges Brand- und Innovationsmanagement /
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Quick Guide Sound Marketing = Wie Sie mit akustischen Reizen Ihre Marke stärken /
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Quick Guide Online-Reputation in IPO-Prozessen = Wie Sie Ihren guten Ruf rund um den Börsengang sichern /
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Quick Guide Employer Branding für Konzerne = Wie Sie Mitarbeiter von sich überzeugen und langfristig halten /
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In Good Conscience = Do the Right Thing While Building a Profitable Business /
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Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions = Case of Vietnam and Sri Lanka /
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Storytelling With Data = Gaining Insights, Developing Strategy and taking Corporate Communications to a new level /
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Marketing for Small B2B Businesses = How Content Creates Marketing Muscle and Powers Traditional and Digital Marketing /
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Markentools I: Brand Canvas = Marken holistisch verstehen und managen mit dem B*canvas 2.0 /
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Quick Guide Duftmarketing = Wie Sie mit Duftstoffen Ihre Marke stärken /
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Quick Guide Online-Reputation für KMU = Wie Sie Ihren guten Ruf im Netz aufbauen und erhalten /
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Quick Guide Multisensorisches Marketing = Wie Sie mit allen Sinnen Ihre Marke stärken /
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Digital Marketing Strategies for Value Co-creation = Models and Approaches for Online Brand Communities /
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Powerful Presentations = Selling Your Story on Stage or In The Boardroom /
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Green Branding = Basics, Success Factors And Instruments For Sustainable Brand And Innovation Management /
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Digitale Markenführung = Digital Branding in Zeiten divergierender Märkte /
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Commodity branding = a qualitative research approach to understanding modern energy brands /
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Communication design and branding = a multidisciplinary approach /
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Transmedia brand storytelling = immersive experiences from theory to practice /
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Yes logo = uncovering the recipes of branding success in the world's largest consumer market /
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The Spanish model for smart tourism destination management = a methodological approach /
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Celebrity, social media influencers and brand performance = exploring new dynamics and future trends in marketing /
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From marking products to marketing brands = a legal perspective on the history of brand marketing /
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Advances in national brand and private label marketing = 11th International Conference, Oxford, UK, 2024 /
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Internal marketing = issues and perspectives for internal customer-centric management : internal marketing /
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Find your market-oriented competitive advantage = a toolkit for strategy and branding /
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Cosmetics marketing strategy in the era of the digital ecosystem = revolutionizing beauty in the new market frontier /
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