“Brückenbau Marke – Markenwissen(schaft) to go” (Building Brand Bridges – Brand Knowledge to Go) closes a gap that is growing ever wider: the divide between scientific research and brand practice. The book analyzes this divide, shows why it has arisen, and how it can be overcome. In 29 concise “brand bridges,” it summarizes the latest findings from the world’s leading journals in the fields of brand management, brand work, brand impact, sustainability, and artificial intelligence. Finally, it sketches a vision of possible bridge pillars for the future – from the perspective of science, practice, and joint collaboration.

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