SPRINGER GABLER<\/span><\/h4>\nDesigning successful brands – the 20 most important principles of brand management<\/h2>\n
What makes brands successful? And as a brand manager, what do I need to pay attention to in order to successfully develop my brand(s) in the 21st century? <\/p>\n
The book, written in collaboration with David Aaker, the founder of modern brand management and inventor of ‘brand equity’, and Prof Dr Florian Stahl, holder of the Chair of Marketing at the University of Mannheim, focuses on the 20 most important principles of successful brand management that every successful brand manager should have in mind and take into account.<\/span><\/p>\n[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/groooooooow.com\/wp-content\/uploads\/2024\/12\/61pj2iCbVfL-e1589632167716.jpg.webp” title_text=”61pj2iCbVfL-e1589632167716.jpg” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/groooooooow.com\/wp-content\/uploads\/2025\/01\/9742.png” title_text=”9742″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”c4865904-8aea-44ef-8387-2b8b7f9c11ba” text_font=”–et_global_body_font||||||||” text_font_size=”20px” text_line_height=”1.4em” header_font=”–et_global_heading_font|600|||||||” header_2_font=”–et_global_heading_font|600|||||||” header_3_font=”–et_global_heading_font|600|||||||” header_3_font_size=”36px” header_4_font_size=”16px” text_font_size_tablet=”20px” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” header_2_font_size_phone=”24px” inline_fonts=”Outfit” global_colors_info=”{}”]<\/p>\n
SCH\u00c4FER POESCHEL<\/span><\/h4>\nBrand experience – inspire on point at every touchpoint<\/h2>\n
You have a clear customer experience strategy? You understand the customer journey? But how do you need to set yourself up as a company in order to actually deliver what you want to offer your customers as an experience at every touchpoint? <\/p>\n
To answer this question, I contributed a chapter to Andreas Baetzgen’s book entitled \u2018Connecting the Dots – understanding the complex relationships between customer journeys, touchpoints and the business ecosystem\u2019.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”c4865904-8aea-44ef-8387-2b8b7f9c11ba” text_font=”–et_global_body_font||||||||” text_font_size=”20px” text_line_height=”1.4em” header_font=”–et_global_heading_font|600|||||||” header_2_font=”–et_global_heading_font|600|||||||” header_3_font=”–et_global_heading_font|600|||||||” header_3_font_size=”36px” text_font_size_tablet=”20px” text_font_size_phone=”16px” text_font_size_last_edited=”on|desktop” header_2_font_size_tablet=”” header_2_font_size_phone=”24px” header_2_font_size_last_edited=”on|phone” header_4_font_size_tablet=”” header_4_font_size_phone=”16px” header_4_font_size_last_edited=”on|phone” inline_fonts=”Outfit” global_colors_info=”{}”]<\/p>\n
SPRINGER GABLER<\/span><\/h4>\nCommunications in digital transformation<\/h2>\n
What needs to be considered in brand management in the digital age? What requirements arise from new channels and touchpoints? And how can these be used and utilised successfully? <\/p>\n
I contributed a chapter entitled \u2018Corporate branding in the digital age \u2013 from mission statement to stakeholder experience\u2019, which describes the complex requirements of breaking down and implementing a company’s purpose across all touchpoints with all stakeholder groups.[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/groooooooow.com\/wp-content\/uploads\/2024\/12\/Kommunikation-digitalen-Tra-e1589632121731.jpg.webp” title_text=”Kommunikation-digitalen-Tra-e1589632121731.jpg” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/groooooooow.com\/wp-content\/uploads\/2025\/04\/media_72157496.jpeg” title_text=”media_72157496″ _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_image][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”c4865904-8aea-44ef-8387-2b8b7f9c11ba” text_font=”–et_global_body_font||||||||” text_font_size=”20px” text_line_height=”1.4em” header_font=”–et_global_heading_font|600|||||||” header_2_font=”–et_global_heading_font|600|||||||” header_3_font=”–et_global_heading_font|600|||||||” header_3_font_size=”36px” header_4_font_size=”16px” text_font_size_tablet=”20px” text_font_size_phone=”16px” text_font_size_last_edited=”on|phone” header_2_font_size_phone=”24px” inline_fonts=”Outfit” global_colors_info=”{}”]<\/p>\n
MEDIZINISCH WISSENSCHAFTLICHE VERLAGSGESELLSCHAFT<\/span><\/h4>\nRealising patient centricity using patient journeys – from idea to implementation <\/h2>\n
Can the principles of customer experience and customer journeys be applied to the healthcare sector and the players operating therein? And can healthcare be made more human again for everyone involved? <\/p>\n
These questions I answered in a specialist article for the BMC book \u2018Patient Orientation\u2019 – and provided a step-by-step plan for successful implementation.<\/p>\n
[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"
Do we have something to say? Sometimes we do. To be completely honest, we even love sharing our thoughts and opinions on important industry topics. And we are proud that relevant publishers and trade journals publish our articles time and time again. We are also featured in numerous books with articles on marketing, branding, customer […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"class_list":["post-3644","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/pages\/3644","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/comments?post=3644"}],"version-history":[{"count":4,"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/pages\/3644\/revisions"}],"predecessor-version":[{"id":3691,"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/pages\/3644\/revisions\/3691"}],"wp:attachment":[{"href":"https:\/\/groooooooow.com\/en\/wp-json\/wp\/v2\/media?parent=3644"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}