Media
We invest a significant amount of time and effort in developing new insights about consumers and customers, in understanding markets and industries, and in advancing management practices and thought leadership in strategy, innovation, and marketing.
Year of Publication
2011 - 2010
2009 - 2008
2007 - 2006
2005 - 2004
2003 - 2002
2001 - 2000
//2011//
//2010//
//2009//
Was bleibt nach 20 Jahren Markendifferenzierung?
Absatzwirtschaft, April 2009
//2008//
//2007//
Consistent Brand Equity Management for More Effectiveness in Brand Communication
Verlag Vahlen, München, November 2007
The Economic Importance of Brands- Seven Reasons Why Brands Really Matter
British Brands Group, 2007
Our Objective Must be to Substantially Change the Consumers’ Lives
Absatzwirtschaft, August 1, 2007
Capturing the Ecosystem of Demand
Advertising Age, June 2007
//2006//
//2005//
Benchmarking Your Staff
Harvard Business Review, September 2005
Brand Key Performance Indicators as a Force for Brand Equity Management
Journal of Advertising Research, June 2005
//2004//
Do Brands Have to Deny Their Origins From Now On?
Absatzwirtschaft, October 2004
Is the Brand Architecture Concept Still Timely?
Absatzwirtschaft, March 2004
The End Justifies the Means
Absatzwirtschaft, March 2004
//2003//
Brand Germany Final
Absatzwirtschaft, 2003
Brand Synthesis: The Multidimensionality of Brand Knowledge
Journal of Consumer Research, September 2003
Brand Equity Dilution
MIT Sloan Management Review, Fall 2003
Brand Familiarity and Ad Repetition Effects
Journal of Consumer Research, September 2003
Determining the Value of a Brand
New York Law Journal, May 2003
How do you Create Growth by Being Contextually Relevant?
Absatzwirtschaft, May 2003
//2002//
Employees: The Forgotten Target for Brand Success
Absatzwirtschaft, November 2002
Brands Matter - An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value
HBS Press, Summer 2002
The Effects of Brand Expansions and Ingredient Branding Strategies on Host Brand Extendibility
Journal of Marketing, January 2002
//2001//
Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands
MSI, 2001
When Industries Change: The Future of Higher Education
Continuing Higher Education Review 65, Fall 2001
Building Brands in a Post-Mass-Media Age
Moderne Markenführung Gable Verlag Wiesbaden, October 2001
The Evolution of Intra-Industry Firm Heterogeneity: Insights from a Process Study
Academy of Management Journal 44, August 2001
//2000//
The Brand Relationship Spectrum
California Management Review, Vol. 42, Nº 4, Summer 2000
Top Brand Strategies: Creating and Protecting Brand Value
Absatzwirtschaft, May 2000
//1999//
//1998//
Creating Corporate Advantage
Harvard Business Review, May 1998
//1995//
The Right Game: Use Strategy Theory to Shape Strategy
Harvard Business Review, July 1995
Competing on Resources: Strategy in the 1990s
Harvard Business Review, July 1995
//1991//
Should You Take Your Brand to Where the Action Is?
Harvard Business Review, September 1991
