Research at the Brand University of Applied Sciences

As a university, it is both our mission and our passion to contribute to the search for solutions to the economic and social challenges facing us today. The acquisition of scientific knowledge from application-oriented research also serves as the foundation for providing practical and sound instruction.

Our research mission allows us to play an active role in scientific and academic discussions as a participant in national and international projects.

Research Clusters

The guiding theme of research at Brand University of Applied Sciences is, in accordance with the orientation of the university, the topic “brand” in all its facets. The research focuses on the components of the paradigm of “Brand Thinking” developed at the BU, which seeks to holistically approach the examination of brands and reflect it in all of its areas.

The spectrum of topics ranges from theoretical cultural studies to practical artistic-aesthetic and application-oriented research on brand management, communication and design as well as related topics. Our research is currently focused on two research clusters that reflect the university’s interdisciplinary approach: “Brands and Brand Culture” and “Brands in the Digital Age”.

Brands and brand culture

Brands are created by people – so every brand development is also a product of the culture from which it originates. At the same time, culture also determines how we perceive brands and interact with them. Especially in an international context, culture is a very relevant aspect of branding. A brand expert must therefore always keep in mind and research in advance which cultural factors can influence the perception of his product in the target market and align his brand strategy accordingly.

As a university at which the Communications and Management departments work in equal parts on researching and transmitting brand-related content, our research profile naturally includes an application-oriented examination of “brands” from a humanities and cultural studies perspective. At the same time, a practical, artistic examination of brands also takes place.

Associated topics:

  • aesthetic and artistic-creative aspects of the topic “brand”
  • cultural-philosophical aspects of the subject area “brand”
  • inter- and transcultural perspectives on “brand” (behavioural-scientific investigation of brand perception, brand positioning, consumer research, user experience design etc.)

Brands in the digital age

Today, brands are, of course, (also) digital. This means that classic disciplines such as brand management and brand design naturally also include questions about big data applications and the use of artificial intelligence. This results in a dynamic, application-oriented field of research in the field of brand research.

Associated topics:

  • Artificial Intelligence in Usability, Brand Management and Customer Management
  • Use of Big Data for the design of the elements of the marketing mix (e.g. by simulations and forecasts for the design of pricing policies or the development of artificial test persons, calculation of customer life value)
  • Brand Equity: brand value calculation with the help of a “brand ticker”
  • Design professions in the age of conversational interfaces and artificial intelligence

The Brand University’s Research Committee views its mission as the promotion of the university’s research activities.

The topical focus of its members’ research interests is oriented towards both the subject matter of their field of instruction and its practical application with regard to the requirements of the economy.

Prof. Dr. Sven Christiansen (Head of Research)

  • Company and brand valuation
  • Customer Life Value
  • Dynamic Pricing
  • General prognosis methods and simulations
    for marketing relevant questions

Prof. Dr. Yonca Limon-Calisan (Vice President Research)

  • Cross-cultural consumer research and brand perception
    • Influence of packaging design cues on brand perception
    • Endorsement
    • Emotions and social context
    • Mood induction and reactions to product design
    • Priming and brand choices
  • Influence of loyalty programmes on consumer brand engagement

Prof. Dr. Thomas Suwelack

  • data based A/B/n-tests in marketing
  • Effects of marketing stimuli on buyer behavior
    • money-back guarantee
    • cost transparency
  • Brand management
    • Private label brands
    • Brand extension
  • Artificial intelligence in customer management

Amra Kramo Caluk (Representative of Lecturers)

  • Consumer Psychology
  • Pricing Psychology
  • Compulsive Buying
  • Agile Product Development

Johannes Sonntag (Student Representative)

Prof. Michael Jonas

  • Spatial immersive interfaces/experiences
  • Machine learning/artificial intelligence

Prof. Dr. Stefan Waller

  • Fundamental research
    • Cultural philosophy and anthropology of brands
    • Brand aesthetics
    • Ethics and brand culture
  • Based on this, investigations with a
    focus on German-Chinese exchange

    • Brands as part of certain cultures
    • Brands in intercultural exchange
    • Brands as transcultural phenomena

Michael Kress (Representative of Lecturers)

  • Art and design as research
  • Hyper culture
  • Post conceptual art
  • Art in public space
  • Spatial participations and art conversations
  • Urban sonics

Dr. Ann-Kristin Iwersen (Ethics)

  • Cultural theory and philosophy in the context of brand(s)
  • The future of (written) language in the context of AI
    and conversational interfaces
  • Ethical issues in relation to brand(s)

University partnerships

FH Ludwigshafen & Uni Göttingen

Project: The Relationship between Customer Engagement, Involvement,
Loyalty Program Mechanisms, and Program Loyalty.

Participants: Dr. Regine Heimers, Prf. Dr. Edith Rüger-Muck,
Prof. Dr. Yonca Limon-Calisan, Prof. Dr. Ludwig Theuvsen

Fachhochschule Kiel

Project: A/B testing to optimize the digital interaction between companies and customers.

Participants: Dr. Thomas Suwelack, Prof. Dr. Manuel Stegemann

University of Arizona

Project: How Deriving Information from Faces Can Alter Our Choices:
Holistic Face Types, Personality Trait Impressions, and Alterations in Choice

Participants: Prof. Dr. Yonca Limon-Calisan, Prof. Dr. Martin Reimann,
Prof. Dr. Ulrich R. Orth,Prof. Dr. Alberto Lopez

Ludwigs-Maximilian-Universität München

Project: What Determines What? The question under investigation is whether monetary brand valuations influence share prices and/or vice versa.

Participants: Prof. Dr. Sven Christiansen, Prof. Dr. Stefan Mittnik

Ludwigs-Maximilian-Universität München

Project: Designing a machine-supported response tool for measuring
the effectiveness of advertising. This project explores the question as to
whether statistical methods could be used to replace elaborate surveys
of test persons.

Participants: Prof. Dr. Sven Christiansen, Prof. Dr. Stefan Mittnik

Beijing Normal University (Zhuhai)

Project: The perception and evaluation of ‘Made in’ labels. A long-term study carried out in China.

Participants: Prof. Dr. Yonca Limon-Calisan, Prof. Dr. Stefan Waller, Dr. Ann-Kristin Iwersen


Contract Research

Lufthansa Industry Solutions

Project: Investigation of the potential offered by the use of low-budget marketing in the service industry.
Participants: Prof. Ute Röseler

Lufthansa Industry Solutions is a provider of IT consultancy and systems integration services. The Lufthansa subsidiary supports companies as they deal with the digital transformation. Its customer base includes not only companies within the Lufthansa Group, but also more than 200 other firms in a variety of industries. The company, which is based in Norderstedt, employs 1,700 people at multiple locations in Germany, Switzerland, Albania and the USA.

Steinmann Group

Project: Revitalisation of the 4YOU brand.
Participants: Prof. Ute Röseler, Prof. Ansgar Eidens

The Steinmann Group offers a broad range of bags for school, business and personal use under eleven different brands. With innovative ideas and a wealth of expertise, the company has a tradition of providing popular high-quality products for everyday use under such brands as 4YOU and Scout.


Project: Transferring a French positioning concept to the German market.
Participants: Prof. Yonca Limon-Calisan

Savencia is the world’s market-leading manufacturer of cheese specialities and dairy products. Its products are sold under more than 100 brands worldwide, including brands that are familiar in Germany such as Géramont, Saint Albray and Milkana. The French company has locations in Wiesbaden and Kempten in Germany.

Wittenseer Quelle

Project: Perception of the ‘WQ’ brand within the framework of its sports sponsorship activities.
Participants: Prof. Dr. Sven Christiansen

Wittenseer is a family-run company that has been in charge of the Wittenseer Quelle in northern Germany, the oldest spring in Schleswig-Holstein, for more than 100 years now. Its product range includes mineral waters and a variety of non-alcoholic beverages.

With its ‘Brand Research Lab’, the Brand University of Applied Sciences boasts a research facility in which innovation is brought to life. The studio that is currently under construction provides professors, lecturers and students with a place in which they can pursue interdisciplinary research. Shared resources are available for use in experiments and surveys that explore the design and impact of brands, new media and innovative technologies on an empirical and intercultural basis.

The Brand Research Lab helps promote the training and education of the next generation of academics and scientists. It also serves as a foundation for the continued development of the Brand University of Applied Sciences’ competencies and expertise in quantitative and qualitative social and scientific methods.

The research lab includes a facility for working with focus groups or interviews, a range of technical research equipment and software, and workplaces for evaluation. The laboratory is continuously being expanded and currently boasts the following facilities:

  • Equipment for stationary eye-tracking: Tobii Pro Nano, a software solution from iMotions with a module for stationary eye-tracking
  • EEG Neuroelectrics Enobio 8
  • ‘Affectiva’ licence
  • For work in the field of AI and VR: Google Home Mini, Alexa Echo Dot, Oculus Quest VR glasses, Mamut VR Touch
  • MATLAB computer software (basic module – Deep Learning Toolbox, Statistics and Machine Learning Toolbox, Optimization Toolbox, Text Analytics Toolbox)

The professional scientific equipment and facilities help foster an interplay of various innovative research activities exploring topics that are highly relevant for society and business both today and in future.

As a university that views brands and innovations from a consumer perspective, the Brand University places consumers and users at the center of its research and examines implicit and explicit behavior using psychophysiological methods. In the “Brand Research Lab” unconscious processes linked to emotions, motivation and attention are made visible.

The focus of interest is therefore on the following areas:

  • Consumer research
  • User research
  • Experience design (AR & VR)

University members are able to use the research laboratory for their own projects. Furthermore, the Brand Research Lab is available for external contract research. It also functions as a studio for design thinking workshops. If you are interested in finding out more, please contact Prof. Dr. Yonca Limon-Calisan.

The lab is located on the 1st floor at Campus Rainvilleterrasse and is open Monday to Thursday from 9:30am to 2.30pm. If you would like to register a time slot for your project, please contact Lena Lehmann.

Be it searching for a solution to a problem in actual practice, a desire to do market research, or the need to explore a topic in depth – the BU is ready to serve as a partner to companies and organisations and help them conduct the research they require. Our professors’ scientific expertise and methodological competence are supplemented by the well-founded practical knowledge they have gained from many years of experience in the business world.

A joint research project delivers results for industry and business that make it possible to view current challenges in a new light and identify solutions. As an intercultural university focused on brands, we offer an approach that encompasses multiple perspectives.

At the same time, companies’ contract research helps reinforce the excellent practical expertise offered by the Brand University of Applied Sciences. This makes it possible to transfer the latest findings from the world of business into instruction, something that helps prepare students for their future careers.

Research collaborations can be implemented as projects that run during the academic semester, can consist of student’s thesis projects and seminar projects, or it can be pursued through long-term partnerships. If you are interested in finding out more, please contact Prof. Dr. Sven Christiansen to develop a project tailored to your research requirements.

In cooperation with the highly renowned University of Southern Denmark (Syddansk Universitet, SDU), the Brand University of Applied Sciences (BU) supports dissertation projects by outstanding graduates.

Earn an internationally recognised PhD (Dr. Phil.) or DBA (Dr. rer. pol.) issued by the SDU in fields focused on application-oriented research in brand management, brand communication and brand design, and conduct research with an intercultural focus on the links between Germany and China.

Postgraduate students receive individual support provided by a supervisor from the BU and from the SDU. They are also given the opportunity to attend seminars and workshops to promote their academic development as they pursue their doctoral degrees.

The doctoral degree programme can be completed within three years of full-time study or three to five years of part-time study. University fees amount to 39.000,- EUR for EU citizens and 51.000,- EUR for non-EU citizens.

Advantages offered by the cooperative doctoral programme include:

  • A unique focus on brands and on international exchange, particularly with China
  • A large selection of advanced graduate courses at the SDU (list of PhD courses) and seminars at the BU (e.g. on ‘Working scientifically’ and ‘Brand thinking’)
  • Research stays at our partner universities in China and at the University of Southern Denmark
  • Close involvement in the doctoral programme, including individual support provided by two supervisors and a mentor, as well as annual assessments of progress to date
  • Comprehensive access to IT networks, databases, libraries and the Brand Research Lab at the Brand University of Applied Sciences
  • Participation in international conferences

Application and admission requirements:

  • In order to be accepted, applicants must have received a master’s degree (M.A.) with a specialisation in business, management, design or a related field.
  • A full application includes the following: Cover letter explaining the applicant’s motivation, CV, master’s degree transcript, proof of English language skills corresponding at a minimum to IELTS 6.5, two letters of reference, and a precisely three-page presentation of a research proposal.
  • Following a positive review of your application materials, we will be happy to get to know you in a personal interview to find out more about your background, your suitability for the course, and your research proposal.
  • We will select suitable candidates and nominate them to the SDU for admission. If you are able to satisfy all the requirements of our partner university, you will be accepted into the doctoral degree programme.

Please submit your application documents to our student advisor Anna Prokhorenko. Applications can be submitted at any time.

The director of the doctoral programme is Prof. Dr. Henrik Sattler.
He also serves as a mentor to our doctoral candidates alongside the supervisors.

Prof. Dr. Henrik Sattler is a scientist who has won several awards. He has repeatedly been ranked among the top one percent of researchers in Germany in the field of business administration. He has written five books and more than 50 internationally peer-reviewed articles in his core areas of research – brand management and social media marketing – that have appeared in leading international journals such as the Journal of Marketing, the Journal of Marketing Research and Marketing Science.

For further information about the cooperative doctoral programme please contact Prof. Dr. Henrik Sattler.

The Brand University of Applied Sciences is, in cooperation with ‘DACHINA interchange’ and ‘China Central Television (CCTV)’, the organiser of the annual DACHINA Markendialog brand dialogue conference.

This conference offers a platform for scientific and cultural exchange between the DACH region and China. The focus is on current topics in brand science and practice.

Every year, the DACHINA Markendialog conference offers an exclusive series of presentations given by high-calibre speakers and a panel discussion that are followed by a get-together in which participants from each region can network and talk with managers of global companies and experts from the realms of academia and science.

Surplus sponsorship revenues generated by the event are converted into research stipends for the Brand Innovation M.A. master’s degree course, helping support students at the Brand University of Applied Sciences.

The BU regularly hosts guest lectures in which speakers from the worlds of business, industry and science present the latest insights from their fields. Fascinating case studies and problems offer the chance for in-depth discussions.


„Content Marketing – Chancen und Herausforderungen im B2B Marketing“
Lufthansa Industry Solutions
Heiko Packwitz (Chief Marketing & Communications Officer)

„EU – Back to University“
Europäische Kommission
Roberto Hayder (Principal Legal and Anti-Fraud Officer)

„Neurobranding: What people really want (from brands)“
Deloitte Digital
Daniel Könnecke (Partner Deloitte Digital)

„Marketing im B2B“
Wer liefert was
Philipp Gausling (Business Development Manager)

„Markenführung im digitalen Zeitalter“
Patrick Klingberg (CEO)

„Activating Brave“
Jan Glanzmann, Jana Gaukstern


„Creative in Silicon Valley“
Google, Instagram, Nest
Fred Fahlke

„NIVEA – from winning women’s heartbeats to winning consumer insights“
NIVEA, Beiersdorf
Isabel Maria Sá (Global Junior Brand Manager NIVEA Face Care), Insa Köhnsen (Expert Recruiting Working Students, Interns and University Marketing)

„Loro Piana, True Luxury Brand and Cultural Icon“
Loro Piana
Philippe Lamy (Managing Director Europa, Mittlerer Osten, Russland)

„8×4 – Wie man eine Traditionsmarke verjüngt“
8×4, Beiersdorf
Thorsten Trompeter (Senior Brand Manager), Chris Bartsch (Geschäftsführer Kreation, Digitalagentur BOOM)

„HaspaJOKER und das digitale Zukunftsmodell“
Hamburger Sparkasse
Sven Sahlberg

„Über Innovation. Jägermeister – eine Marke zwischen Kontinuität & Veränderung“
Sebastian Koenen (Brand Manager Global Innovation & Design)

„Das Zeitalter des Teilens wird bis 2025 jedes Unternehmen erreicht haben“
Henning Schnittcher (Unternehmensberater und Managing Director von Coomedia)

„Social Impact through Design Thinking“
Impact Week
Michael Hübl (Co-Founder of Impact Week), Stina Kozok (International Brand Communication Student), Sina Petersen (Brand Design Student)


„Creating Iconic Brand Experiences“
Agentur Elastique
Betty Schimmelpfennig (Geschäftsführerin von Elastique)

„Wie die Elbphilharmonie zum weltweiten Liebling wurde“
Hamburg Marketing & Jung von Matt

„Business oder Busyness – Kreativität für Kunst, Kultur, Kommerz“
Atelier Disko

„Die Geheimnisse unbändiger Motivation“
Jonathan Schramke (Business Coach


„YouTube. The online Video Revolution“
YouTube, Google
Sabine Georg (Creative Agency Manager Google Germany)


„Best in Class Consumer Decision Journey“
Marek Sandrock (Senior E-Trade Marketing Manager)

„Wie werden wir die zukünftige Rolle eines Designers gestalten? Forschung durch Design“
Andrea Augstein (Design Researcher, Gründerin)

„Branding to go“
Wir Design
Thorsten Grenius

„Haltung erzeugt Wirkung – Wie eine Kampagne eine Bank verändert“
Uwe Hellmann (Director Brand Management and Corporate Marketing)


„Form follows Function – Design follows Strategy“
Ronald Bartikowsko (Creative Director)

Igelbrink J. (2019). Perceived Brand Localness – An Empirical Study. Gabler Verlag.

Jonas, M. (2019). Schnell, schneller, Hackathon, PAGE Magazin, 2019 (09).

Jonas, M. (2019). Was ist eigentlich Virtual Reality Design?, PAGE online,

Jonas, M. (2019). Hackathons als Workshop-Format, PAGE Magazin, 2019 (08).

Tang, Hua (2019): Interface. Chinesische Gegenwartskunst und der europäische Dialog. Dissertation an der HfbK.

Jonas, M. (2017): Das ist Virtual Reality Design, PAGE Magazin, 2017 (07).

Waller, S. (2017). Selbstbild und Sollen. Überlegungen im Anschluss an Gehlen und Kant. In: Puls, Schramm, Waller (Hrsg.): Kultur. Freiheit. Technik. Münster.

Schoeneberg, K.-P., Zerres, C., Fraß, A. & Igelbrink, J. (2016). Textmining – aktive Markenführung mittels Social Media Analytics. In: Lang, M. (Hrsg.): BI-Handbuch 2016. Düsseldorf: Symposium Verlag.

Christiansen, S (2015). Starke Marken, Starke Aktien, €uro, 2015 (11), 17-33.

Duncker, C., Röseler, U. & Fichtl, L. (2015). Marken-Positionierung: Auf der Suche nach verlässlichen Instrumenten, absatzwirtschaft – Zeitschrift für Marketing, 2015 (12), 76-79.

Erfgen, C., Zenker, S., & Sattler, H. (2015). The Vampire Effect: When Do Celebrity Endorsers Harm Brand Recall? International Journal of Research in Marketing (IJRM), 32 (2), 155-163.

Suwelack, T., Krafft, M. & Meffert, H. (2015). Zielgruppenspezifisches Management von Alumni-Organisationen – dargestellt am Beispiel des Ehemaligenvereins Marketing Alumni Münster e. V. In: Habermann, F. & Notz, M. (Hrsg.): Professionelles Alumni-Management.

Waller, S. (2015). Leben in Entlastung. Mensch und Naturzweck bei Arnold Gehlen. Konstanz: Herbert von Halem Verlag.

Bogomolova, S., Wentzel, F., & Limon-Calisan, Y. (2012). Loyalty vs spontaneity: disentangling the effect of brand equity vs priming on the choice of real life brands. Proceedings of the 2011 ANZMAC Conference.

Eidens, A. (2012): Studium Brand Design, PAGE, 2012 (10).

Suwelack, T., Hogreve, J. & Hoyer, W. D. (2012). Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes, Journal of Retailing, 87 (4), 462-478.

Suwelack, T. & Krafft, M. (2012). Effects of Money-Back and Low Price Guarantees on Consumer Behavior. State of the Art and Future Research Perspectives, Wiesbaden: Springer, S. 531-558.

Eidens, A. (2011): Hübschmachen hat nichts mit Design zu tun, Managermagazin, 2011 (01).

Orth, U. & Y. Limon (2011). Persönlichkeitstransfer von Fürsprechern auf Marken: Psychologische und Neuronale Mechanismen. Schriftenreihe der Agrar- und Ernährungsws. Fakultät der Universität Kiel, Vorträge zur Hochschultagung 2011, Heft 117.

Christiansen, S. & Mittnik, S. (2011). Ganzheitliche Steuerung von ETF-Portfolios. In:  O. Everling & G. Kirchhoff (Hrsg.), Exchange Traded Fund Rating, 200-220, Köln: Bank-Verlag. (Nominiert für den Deutschen Finanzbuchpreis 2012)

Igelbrink, J. (2011). Marktveränderungen bringen neue Anforderungen an das Modedesign. In: Boeck, Y. (Hrsg.): Traumberuf Modedesigner, 1. Aufl. Grünwald: Stiebner Verlag.

Duncker, C. & Röseler, U. (2011). Markenführung und Marketing – alles eins?, absatzwirtschaft – Zeitschrift für Marketing, 2011 (11), 34-36.

Waller, S. (2011). Vom Verschwinden des Wissens: Robert Menasses Phänomenologie der Entgeisterung. In: Dangel, T., Kömürcü, C. & Zimmermann, S. (Hrsg.): Dichten und Denken. Perspektiven zur Ästhetik, Heidelberg: Universitätsverlag Winter.

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Fredebeul-Krein, T., Krafft, M. & Suwelack, T. (2010). Gegen den Strom – Proaktives Marketing- und Vertriebsmanagement in schwierigen Zeiten. In: Marketing Review St. Gallen, 27. (1), S. 8-13.

Limon, Y. (2010). Boosting Trait Inferences: Psychological and Neural Mechanisms in the Effect of Faces on Brand Perceptions, Dissertation, CAU Kiel

Orth, U., Limon, Y. & Rose, G. (2010). Store-Evoked Affect, Personalities, and Consumer. Emotional Attachments to Brands, Journal of Business Research, 63 (11), 1202-1208.

Orth, U. R., K. Bechthold & Limon, Y. (2010). Consumer Metacognitions: The Ease, Speed, and Accuracy of Inferring Meaning from Wine Packages. Proceedings of the 5th International Conference of the Academy of Wine Business Research, February 7-10, Auckland, New Zealand.

Orth, U. R., Heinrich F. & Limon, Y. (2010). Designing Wine Retail Interiors to Elicit Desirable Consumer Impressions. Proceedings of the 5th International Conference of the Academy of Wine Business Research, February 7-10, Auckland, New Zealand.

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Waller, S. (2009). Vernetzung und Institutionsabbau – ein Blick auf Arnold Gehlens Kulturphilosophie. In: Sozialpsychiatrische Informationen, Bonn.

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Bongard, J. (2002). Werbewirkungsforschung. Grundlagen – Probleme – Ansätze. Münster: LIT-Verlag.

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