Brand Management in Times of Change
Brand University congratulates Prof. Dr. Joachim Bongard and BU alumnus Daniel Neye on their latest publication with Springer Verlag. The book “Marken in der Zeitenwende: Herausforderungen und Chancen der strategischen Markenführung in Zeiten des permanenten Wandels” explores the challenges of brand management in a world where traditional certainties are fading.
Serving as a manifesto, guide, and source of inspiration, the book advocates for more courage, impact, and responsibility from brands that aim to provide orientation in uncertain times. The authors combine academic expertise with practical perspectives, offering valuable insights into how brands can be shaped for the future.
This publication highlights not only the importance of current research topics but also the strong ties between our graduates and the university. Collaborations that begin at Brand University continue to shape research and practice far beyond the campus.
