Brand News

IBM Students Present Ideas to Leica During Practice Project Feedback Round

Following the kickoff in late April, the Leica Practice Project entered its second stage on June 22. During the so-called Feedback Round, 3 teams of our International Brand Management (IBM) Master’s students had the chance to present ideas they had been working on for nearly two months. The goal: Finding ways to engage generations Y and Z with the Leica brand. Each team presented at [...]

Internal Branding: Lessons from Google

Google is always worth a visit, especially when it comes to branding. Hence Brand Academy considers itself privileged that the German HQ of the search engine behemoth has opened its doors for BA Students once again. This time 22 International Brand Management and International Brand Communication Master’s students set out to understand Google’s internal branding as part of their 2nd semester “Corporate Branding“ module, which [...]
Leica IBM Brand Academy

Leica and Brand Academy: New Practice Project Comes into Focus

They say you can tell if a photo has been taken with a Leica. We will never know for sure whether that’s true or not, but one thing we do know for certain: The world of cameras changed when Oscar Barnack created two iconic prototypes, the so-called Ur-Leicas, in 1914. Over time, Leica became synonymous with quality and authenticity. It’s almost as if every German [...]

New Partner Pringles Ensures the Fun Don’t Stop at Brand Academy

No brand has ever described our utter inability to abstain from eating more than one potato chip better than Pringles: "Once you pop, you can’t stop“ is the famous slogan that’s been stuck in many heads for many years now. Unsurprisingly, it is still in frequent use, though other slogans such as "Once you pop, the fun don’t stop“ and, most recently, "You don't just [...]

Excursion to Google headquarter in Hamburg

As a part of the course Corporate Branding our Master´s students last week had a chance to look behind the scene of  the Google office in Hamburg. Google/Alphabet is the No. 1 place to work for the seventh time in 10 years. What does make Google to one of the best employer? During the excursion our students got a deep insight in the corporate culture [...]