Tag Archives: Prof. Dr. Carsten Baumgarth

100 days “Brückenbau Marke”

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100 days ago, Prof. Baumgarth opened the Instagram channel “Bridge Building Brand – Science Meets Brand”. In the meantime, 25 episodes have been produced and published. The channel is currently followed by about 520 people (and cats) and the episodes reach an average of about 300 users on Instagram and about 1300 views on LinkedIn. We have summarized our experiences in a field report. We are now approaching the next 100 days highly motivated and reactive and try to further improve the transfer of knowledge from science to practice. Because we are convinced that there is nothing more valuable for brand practice than (good) brand science.

B*talks: Digital practical impulses for our students

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Digital teaching is compulsory due to the current pandemic. Even though this teaching and learning format has many disadvantages, there is also a big advantage. It is easier for us to integrate great and exciting practical impulses into the courses. This winter semester, we are looking forward to seven B*talks, ranging from start-up brands to sustainability, luxury and sports brands and the use of AI in brand communication. Thank you very much to the interview partners who are supporting us so great. We are looking forward to the brands  Crafty, veganz, NAKT, Vfl Wolfsburg, Burmester, Du bist hier der Chef and AX Sematnics.

Brand Work Manifesto & COVID-19

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The new Real Estate Brand Book 2020 contains a short article on the relationship between our Brand Work Manifesto and the current corona crisis. Prof Baumgarth interprets current brand examples against the background of the four metaprinciples of the Brand Work Manifesto: open, agile, digital and authentic. Although the Brand Work Manifesto was developed and discussed well before the current crisis (summer/autumn 2019), it is astonishing how well the considerations fit the current position. The contribution can be downloaded here.

Is it the end of the AI Brand Winter? Artificial Intelligence in Brand Management

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The book chapter Is it the end of the AI Brand winter? Artificial Intelligence in Brand Management by Carsten Baumgarth, Alexandra Kirkby and Anja Lambrecht has recently appeared in the publication Digitalisation in Business Management. The conversation and interest in artificial intelligence is ever increasing across multiple different fields, yet in the area of brand management and brand science, the topic has seemingly not yet made itself felt.  Our book chapter provides an up to date definition of artificial intelligence and examines AI applications in selected areas of brand management, while also working in other areas of businesses like trading with markets like fx trade as well. The applications considered in this chapter include social listening, AI-supported brand management, media planning, voice as a branding element, personalization, challenges and more.

Ottobock case in JBR

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An article on the development of the technology brand Ottobock has recently been published in the renowned Journal of Business Research (A-Journal, Q1). Together with co-authors Dr. Samuel Kristal and Prof. Dr. Jörg Henseler, Prof. Dr. Baumgarth has analyzed the development of the Ottobock brand from a product orientation to a brand management and brand orientation to a co-creation approach in a single case study. The analysis shows, among other things, that co-creation is only meaningful and successful if the brand is professionally managed and strongly anchored in the corporate culture. Without this strong foundation co-creation can lead to a weakening of brands. Therefore, it is recommended to first to do your homework and take your employees with you before the brand is actively opened to all other stakeholders.