Brand Management

This textbook provides a practical approach to brand leadership, tailored for master’s students in business schools, executive education participants, and brand management professionals. Built around the proprietary framework – The Brand Management Clock Face – the book is structured into twelve chapters that systematically address key management challenges across a brand’s lifecycle. The content combines well-established academic concepts with years of hands-on brand management experience. It bridges the strategic clarity of German brand identity models with the action-oriented mindset of American and French brand leadership.

This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.

Content

• Brand Strategy: Brand Basics & Scope, Purpose & Strategy, Brand Positioning & Architecture, Brand Character & Identity
• Brand Implementation: Naming, Trademarks, Branding & Design, Brand Governance & Steering, Brand Communication & Activation
• Brand Evaluation: Brand Monitoring & Tracking, Brand Equity & Valuation, Brand Transformation & Migration
• Brand Management Case Studies: Brand Strategy – Transforming LEDVANCE, Brand Implementation – Creating Keyture, Brand Evaluation – Holistic Brand Relaunch for a Future-Proof Swiss Post

The Author
Prof. Dr. Oliver Vogler teaches brand management at the ISM International School of Management in Munich, where he was a full faculty member until summer 2025 and now serves as an honorary professor. He has held international senior management positions in general management, corporate strategy, brand leadership, and marketing for more than a decade. From 2015 to 2022, he led the global brand introduction of the “$2 billion startup” LEDVANCE. Recently, he became Chief Purchasing and Marketing Officer for Rexel in Germany.