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Performative corporate brand identity in industrial markets : the case of German prosthetics manufacturer Ottobock

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Integrating brand and marketing perspectives in M&A

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Szenen statt Zielgruppen : vom Produkt zum Kult ; die Praxis der Interfusion

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The importance of brand heritage as a key performance driver in marketing management

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Das Marken-System

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Praktische Erkenntnisse zum innengerichteten Markenmanagement in Mehrmarkenunternehmen

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The dual opening to brand heritage in family businesses

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Neue Markenpotentiale für Buchverlage : identitätsorientiertes Markenmanagement im digitalen Zeitalter

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How a corporate influencer co-creates brand meaning : the case of Pawel Dillinger from Deutsche Telekom

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