REALITY IN BRANDING

The Rules of European Brand Management in 50 Answers
1. Auflage 2021
ISBN: 978-3-96739-055-1
Verlag: GABAL

Buch, Englisch, 264 Seiten, Format (B × H): 153 mm x 231 mm, Gewicht: 561 g

Reihe: Dein Business

Believing is not the same as knowing: The fundamental facts about the laws of european brand management in 50 answers From breakfast cereals to smartphones, nothing is left unbranded: brands are with us every step of the way. We define ourselves through the brands we surround ourselves with. Even if we reject brands, that’s a brand statement. Brands are everywhere in the 21st century – that’s exactly why we all have an opinion on them. When it comes to private life, there is little objection to this concept. However, when it comes to brand management and brand positioning with – in a company, personal sensitivities and feelings are out of place. Too many opinions, too little wisdom: In 50 timeless answers, brand sociologists Dr. Arnd Zschiesche and Prof. Dr. Oliver Errichiello put a stop to the brand debates that are shaped by the zeitgeist. They speak in plain language where vague chatter typically prevails. And they show why every brand is a social phenomenon that has an impact: It’s about the management of social “hard facts.” Not just in Europe. Classic European Brand Management leads the way for every company seriously focusing on economic success for the long term – internally, as well. It’s time for timeless, value-oriented Branding from the old continent.

Autoren/Hrsg.

Zschiesche, Arnd

Errichiello, Oliver

Errichiello, Oliver Carlo

Über Autor(innen)

Zschiesche, Arnd
Dr. Arnd Zschiesche studied Brand sociology, psychology and politics in Hamburg and Labour Studies and Communication in Hamilton/New Zealand. Founder and Managing Director of the Büro für Markenentwicklung, he previously worked for Lufthansa German Airlines, in the strategic planning of a global advertising agency, and at the Institut für Markentechnik Geneva. He is an expert on the brand’s genetic code, the use of positive prejudices to strengthen industrial brands, and sales strategies.

Errichiello, Oliver
The brand sociologist Prof. Dr. Oliver Errichiello has many years of experience as an international brand consultant, including at the Institut für Markentechnik Geneva and as a strategic planner in renowned advertising agencies. After studying socioeconomics and psychology in Hamburg and Lyon, he worked as a marketing manager. As Managing Director of the Büro für Markenentwicklung and director of innovation for a hospitality leader in Germany and Austria, his expertise lies in branding and advertising strategies, the genetic code of the brand, Green Brand Management, and sustainable positioning. He is professor for brand sociology and brand management at the university of applied studies in Mittweida (Germany).

Dr. Arnd Zschiesche and Prof. Dr. Oliver Errichiello are the experts for value-adding brand positioning and brand management in Europe. In 2007 they founded the Büro für Markenentwicklung (Office for Brand Development), which specializes in brand strengthening and brand development on a scientific basis. Their clients include numerous renowned companies, ranging from small and medium-sized enterprises to large international corporations. As keynote speakers, they fight against the senseless elimination of marketing and advertising budgets and for the “serious” handling of brands.

Dr. Arnd Zschiesche studied Brand sociology, psychology and politics in Hamburg and Labour Studies and Communication in Hamilton/New Zealand. Founder and Managing Director of the Büro für Markenentwicklung, he previously worked for Lufthansa German Airlines, in the strategic planning of a global advertising agency, and at the Institut für Markentechnik Geneva. He is an expert on the brand’s genetic code, the use of positive prejudices to strengthen industrial brands, and sales strategies.

The brand sociologist Prof. Dr. Oliver Errichiello has many years of experience as an international brand consultant, including at the Institut für Markentechnik Geneva and as a strategic planner in renowned advertising agencies. After studying socioeconomics and psychology in Hamburg and Lyon, he worked as a marketing manager. As Managing Director of the Büro für Markenentwicklung and director of innovation for a hospitality leader in Germany and Austria, his expertise lies in branding and advertising strategies, the genetic code of the brand, Green Brand Management, and sustainable positioning. He is professor for brand sociology and brand management at the university of applied studies in Mittweida (Germany).