Publications
BRAND VALUES PUT TO THE TEST
The BBDO brand value ranking of DAX-30 companies has chosen Deutsche Telekom as the winner for the third time in a row. Surprisingly, European brands have increased in value more than German brands have.
HOW COMPANIES CAN USE THE MARKET VALUE OF INTERNATIONAL FOOTBALL STARS
Adverts are full of celebrities because celebrity advertising grabs attention. When searching for a brand’s most suitable spokesperson, gut feeling often leads the way.
COMPETITIVE ADVANTAGES OF PRIVATE HEALTH INSURANCE COMPANIES
Private healthcare companies are facing new challenges as a result of demographic changes, progressive technological developments of new information and communications media and the development of innovative insurance services by competitors. The following study discusses how private healthcare companies can distinguish themselves from the competition using their value proposition and a relevant and optimised service portfolio.
FRANCHISING CONCEPTS IN THE AUTOMOTIVE INDUSTRY ADVANCING FAST
The last few years have seen franchising establish itself as an attractive business model in various industries. Franchising concepts are gaining in importance in the automotive industry as well. To stay competitive, traders have to increase their expertise in sales and distribution.
