Michael Schade

• Doctor of Business Administration
• Lecturer at University of Bremen

Due to the increasing digitalization, B2B companies find it more and more difficult to create value and reach their customers via the right channels. The result of this research—confirmed along qualitative in-depth interviews—comprises a proposed customer journey (CJ) map that considers the purposeful implementation of digital and non-digital touch...

In the intense “war for talent”, companies increasingly leverage employer branding. Previous research cites the relevance of identification for current employees (internal employer branding); our research instead addresses the relevance of identification for attracting prospective employees (external employer branding). Drawing on social identity a...

Consumers are increasingly purchasing products that are advertised by social media influencers (SMIs). With fashion hauls on Instagram, SMIs advertise fashion products in a way that is functionally comparable to traditional salespeople in retail outlets. Due to the theoretical-conceptual comparability of SMIs and traditional salespeople, this study...

Dieses Lehrbuch liefert einen theoretisch fundierten und sehr gut verständlichen Überblick der identitätsbasierten Markenführung als dem leistungsfähigsten, aktuellsten Ansatz zum erfolgreichen Management von Marken. Dabei stehen die Gestaltung der Markenidentität als interne Seite einer Marke und das externe Markenimage bei Nachfragern im Mittelpu...

Beitrag im Havard Business Manager 06/2024. Ebenfalls zu lesen unter: https://www.manager-magazin.de/hbm/marketing/e-mail-marketing-erfolgreiche-kampagnen-durch-customization-a-fa3735a5-6935-4a90-93f4-b589918a2289

When communicating their CSR (Corporate Social Responsibility) activities many companies predominantly release positive information. However, relying solely on positive information holds potential risks. Brands are consequently confronted with the dilemma of whether to exclusively disclose positive details about their environmental CSR activities (...

Purpose To further improve the branding strategies between single-brand-retailers and multi-brand-retailers, the paper investigates the influence of multiple manufacturer brand images on retailer brand image. It considers the moderating role of the number of offered manufacturer brands. Design/methodology/approach The research is conducted in the...

In the realm of corporate management, brand management has been a key topic for many years. In 2019, almost 79,000 new brands were registered with the German Patent Office, and as of publication, a total of around 830,000 brands are currently registered in Germany. These figures attest to the weighty importance afforded to brands by both employees...

The fourth chapter of this book introduces all elements of the brand control within the framework of identity-based brand management. Brand control incorporates both internal and external brand performance measurement. Internal brand strength reflects how deeply a brand is anchored among its internal target groups and is an important early indicato...

The third chapter of this book focuses on the operational implementation of brand management. Building on brand management’s strategic planning, internal operational brand management involves the communication of a company’s brand identity to its internal target groups. This provides a universal foundation for all employees, allowing them to redeem...

Chapters 2 to 4 of this book are oriented towards the three process steps of identity-based brand management (strategic brand management, operational brand management, brand control). The second chapter deals in detail with strategic brand management. The topics of situation analysis, brand objectives, brand positioning, brand architecture, brand e...

This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positi...

In the fifth chapter, special use cases of identity-based brand management are discussed. It explains in detail international identity-based brand management as well as identity-based brand management in retail, online and social media and on digital platforms.

Social media influencer (SMI) marketing is a strategy that uses the influence of SMIs as opinion leaders to drive consumers’ brand awareness, brand image, and brand-related behavior. In this context, marketers are confronted with choosing SMIs based on the origins of their fame. Non-original SMIs are traditional celebrities who are famous outside s...

Firms struggle to reach potential customers via email marketing as declining click-through rates decrease email marketing effectiveness. To counteract this, marketers resort to personalization, but research shows that overemphasizing it can increase consumers' privacy concerns. Therefore, in this paper, we propose using customization. Customization...

Marketers have started to recognize the potential of social media influencers (SMIs) and engage in SMI marketing, which is a strategy that uses the influence of SMIs as opinion leaders to drive consumers’ brand awareness, brand image and brand-related behavior. In addition to SMI selection criteria such as number of followers, costs per post, engag...

City branding involves the application of branding principles to cities, to help them achieve competitive advantages. The goal is to market the cities to residents as a place to live, to companies as a place to do business and to visitors as a place to visit. Among the target groups of city branding, residents are both an important internal target...

This paper investigates if a brand extension or co-branding strategy is more effective for brands extending their business into unrelated product categories. The study examines the feedback effect on the brand for current and potential customers with high and low involvement in the new category. Based on signalling, categorisation and schema theory...

Die „Nutzung“ eines Social Media Influencers (SMI) durch ein Unternehmen zur Erreichung von Marketingzielen wird als Influencer Marketing bezeichnet. Bereits mit moderatem Budget können Start-ups und KMU Erfolge im Influencer Marketing erzielen. Zentrale Voraussetzung für erfolgreiches Influencer Marketing ist die Auswahl eines geeigneten SMI. Die...

Im fünften Kapitel werden spezielle Anwendungsfälle der identitätsbasierten Markenführung thematisiert. Darin wird ausführlich die internationale Markenführung sowie das Markenmanagement im Einzelhandel, in Online- und sozialen Medien sowie auf digitalen Plattformen erläutert.

Im vierten Kapitel werden alle Bereiche des Markencontrollings im Rahmen der identitätsbasierten Markenführung vorgestellt, Zusammenhänge erläutert und an Beispielen veranschaulicht.

Im dritten Kapitel steht die operative Umsetzung des Markenmanagements gegenüber den internen und externen Zielgruppen der Marke im Vordergrund. Das operative interne Markenmanagement befasst sich mit der Vermittlung der Markenidentität an die internen Zielgruppen der Marke, um bei allen Mitarbeitern die notwendige gemeinsame Basis für die Einlösun...

Basis der identitätsbasierten Markenführung ist eine fundierte Analyse der Ausgangssituation. Sie beginnt mit der Identitätsanalyse (Selbstbild der Marke) anhand der sechs Identitätskomponenten (Abschn. 1.7). Für die Identitätsanalyse sollten alle Träger der Marke befragt werden. Dazu zählen nicht nur die Manager der Marketing- bzw. Markenabteilung...

Die Führung von Marken ist bereits seit vielen Jahren ein Schlüsselthema der Unternehmensführung. Im Jahr 2019 wurden knapp 79.000 Marken beim Deutschen Patentamt neu angemeldet und insgesamt sind etwa 830.000 Marken in Deutschland registriert. Diese beeindruckenden Zahlen lassen sich auf die große Bedeutung von Marken für Mitarbeiter und Nachfrage...

Dieses Lehrbuch liefert einen theoretisch fundierten und sehr gut verständlichen Überblick der identitätsbasierten Markenführung als dem leistungsfähigsten, aktuellsten Ansatz im Markenmanagement. Dabei stehen die Gestaltung der Markenidentität als interne Seite einer Marke und das externe Markenimage bei Nachfragern im Mittelpunkt. Neben den Grund...

Social media influencer (SMI) marketing represents a strategy that uses the influence of SMIs as opinion leaders to drive consumers’ brand image, and brand-related behavior. In SMI marketing, practitioners are confronted with the decision of choosing the type of SMI based on their origin of fame. While non-original SMIs are traditional celebrities...

This study integrates internal branding with place and city branding research to develop an internal city branding (ICB) model that includes resident-related ICB outcomes and the quality of online city brand communication as a brand management–related antecedent. Research Question This study aims to develop an internal city branding (ICB) model fo...

Purpose The purpose of this paper is to investigate the effects of explanation and compensation, as specific accommodative management responses to negative online customer reviews, on potential customers. Design/methodology/approach The scenario-based online experiment with 306 participants investigates the effects of explanation and compensation...

Residents are both an important internal target group of city branding efforts and a strategically valuable resource as co-creators in the city branding process that aims to retain and attract residents, companies and visitors. Therefore, this study’s goal is to develop an internal city branding model for implementing the city brand in residents’ m...

Purpose This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs). Design/methodology/approach As an empirical test of the proposed conceptual m...

Although external communication affects both customers as external target groups and employees as internal target groups, internal brand management research regarding the effect of external communication on employee-related internal brand management outcomes remains limited. Therefore, this study seeks to shed light on the effects of external commu...

Among the target groups of city branding, actual residents are one of the most important because they are strategically the most valuable resource as co-creators in the branding process. Although researchers have called for a consideration of internal branding for more than a decade, it has not been properly adapted to the city branding context, es...

Brand pages on social networking sites (SNS) enable companies to communicate and interact with their target groups and to build substantial bonds with actual and potential customers. Therefore, brand managers are interested in the motivational antecedents and brand-related consequences of consumers’ online brand-related activities (COBRAs) on SNS b...

This study investigates which city brand benefits influence the city brand attitudes of highly skilled, potential residents. Research Question This study addresses two research questions: RQ1: What are potential city brand benefits that might be relevant for highly skilled potential residents? RQ2: What are the effects of these potential city bra...

This article investigates consumers’ motivations as antecedents and word of mouth as a consequence of consumers’ online brand-related activities (COBRAs) on SNS brand pages. Research Question This study addresses two research questions: RQ1: What are the effects of information, entertainment, social interaction, and remuneration motivations on con...

Aufbauend auf dem Grundkonzept der identitätsbasierten Markenführung wird aufgezeigt, welche Besonderheiten im Management von Sportvereinsmarken zu berücksichtigen sind. Am Beispiel des Handball-Bundesligavereins GWD Minden wird der Prozess der Markenpositionierung erklärt und entsprechende Implikationen für die Markenführung abgeleitet. Abschließe...

Brand pages on social networking sites (SNS) enable companies to communicate and interact with their target groups and to build substantial bonds with customers. Therefore, brand managers are interested in the motivational antecedents and brand-related consequences of consumers’ online brand-related activities (COBRAs) that can be categorized into...

Due to the relevance of highly skilled workers for cities, city brand managers face the challenge to identify factors that influence their decision for place of residence. Brand attitudes represent a strong predictor of consumer behaviour and are mainly determined by brand benefits. Therefore, this paper investigates the effects of city brand benef...

Purpose The purpose of this study is to investigate the effects of city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward the city brand. Design/methodology/approach A literature analysis and qualitative study inform a conceptual model, which is...

Purpose This study aims to investigate the influence of advertising value and privacy concerns on consumers’ intention to use location-based advertising. It also explores if brand trust toward location-based advertising providers and consumers’ privacy self-efficacy reduce privacy concerns. Design/methodology/approach Based on the privacy calcul...

While there are behavior-related constructs like brand engagement that measure the success of activities in social networks, a psychological, pre-behavioral construct is missing in literature. Therefore, brand page attachment as strength of the bond connecting the brand page with the self of the user is introduced. Based on an empirical study with...

Negative online customer reviews affect potential customers’ purchase decisions. Observers represent potential customers who read online customer reviews to make informed purchase decisions. Consequently, there is a need to respond to negative online customer reviews. This study investigates the effect of compensation and explanation on observer’s...

Due to the relevance of highly skilled workers for cities, city brand managers face the challenge to identify factors that influence their decision for place of residence. Brand attitudes represent a strong predictor of consumer behaviour and are mainly determined by brand benefits. Therefore, this paper investigates the effects of city brand benef...

Due to the relevance of brand pages on social networking sites (SNS) this article investigates the antecedents (information, entertainment, social interaction, and remuneration motivations) and consequences (word of mouth) of consuming, contribution, and creating behaviours, which represent consumers’ online brand-related activities (COBRAs). As an...

Durch die Zunahme der „Markenpiraterie“ als Nachahmung von Produkten oder Dienstleistungen unter Verwendung geschützter Marken durch unberechtigte Dritte ist der Markenschutz zu einer zentralen Herausforderung der Markenführung geworden. Aufgabe des Markenschutzes ist die Absicherung der eigenen Marken vor unberechtigtem Zugriff und Missbrauch durc...

Im dritten Kapitel steht die operative Umsetzung des Markenmanagements gegenüber den internen und externen Zielgruppen der Marke im Vordergrund. Zunächst befasst sich das operative interne Markenmanagement mit der Vermittlung der Markenidentität an die internen Zielgruppen der Marke. Hierbei sollen folgende Fragen beantwortet werden:

Die Internationalisierung von Marken wird heute nicht mehr als ein besonderes Phänomen in der Betriebswirtschaftslehre beschrieben. Ob bei der Beschaffung, der Produktion oder dem Absatz: In den seltensten Fällen operieren Marken ausschließlich auf ihrem Heimatmarkt und selbst wenn sie dies tun, werden sie auf diesem mit internationalen Wettbewerbe...

Welche Aufgaben umfasst das strategische Markenmanagement?

Im ersten Kapitel wird das Fundament der identitätsbasierten Markenführung gelegt. Die Gestaltung der Markenidentität als interne Perspektive einer Marke sowie das hieraus resultierende Markenimage bei Nachfragern als externe Perspektive einer Marke sind die Basis jeder erfolgreichen Marke. Eine differenzierende oder sogar einzigartige Positionieru...

Welche Aufgaben umfasst das identitätsbasierte Markencontrolling?

Drawing on signaling theory and the risk formula, this paper empirically investigates the effects of monetary compensation and explanation as accommodative management response strategies to negative online customer reviews on potential customers’ purchase intention.

Dieses Lehrbuch liefert einen theoretisch fundierten und gut verständlichen Überblick über die identitätsbasierte Markenführung. Dabei stehen die Gestaltung der Markenidentität als interne Seite einer Marke und das hieraus extern resultierende Markenimage bei den Nachfragern im Mittelpunkt. An zahlreichen Stellen werden die Ausführungen durch ansch...

While behavior-related constructs like brand engagement that measure the success of activities in social networks exist, a psychological, pre-behavioral construct is missing in literature. Therefore, brand page attachment as strength of the bond connecting the brand page with the self of the user is introduced. In addition, antecedents and conseque...

To use location-based advertising (LBA) effectively as an innovative advertising channel, providers must identify the main determinants of consumers’ LBA usage intention. An empirical study with 1,132 actual smartphone users from Germany reveals that advertising value affects LBA usage intention positively; privacy concerns have negative effects. I...

Negative online customer reviews affect potential customers’ purchase decisions. Consequently, there is a need to respond to negative online customer reviews. This study investigates the effect of monetary compensation and explanation on potential customers’ purchase intention. Applying an experimental between-subjects design, the results of a stud...

External communication primarily aims to build brand awareness and communicate a brand’s identity and promise to customers in an effort to build a positive brand image. A sole focus on the external effects represents a failure to realize external communication’s full potential as it has an often overlooked effect on employees. This paper develops a...

Negative online customer reviews affect potential customers’ purchase decisions. Observers represent potential customers who read online customer reviews to make informed purchase decisions. Consequently, there is a need to respond to negative online customer reviews. This study investigates the effect of compensation and explanation on observer’s...

The increasing diffusion rate of GPS-enabled smart phones and the possibility to collect and handle a huge amount of data in real time (the so-called Big Data) equip marketing managers with an innovative advertising channel: Location-Based Advertising (LBA). Despite the vast opportunities offered by LBA, consumers are still skeptical about this inn...

Because employees are important for building and maintaining brand-customer relationships, managing employee behavior applying internal brand management (IBM) becomes a critical success factor in brand management. As communication is one of the most powerful tools of organizations to inform employees about the brand, to build affective attachment,...

The internationalisation of brands is not a special phenomenon any more. Whether in the areas of procurement, production or sales, brands seldom operate exclusively in their home market; and even if they do, they still face international competitors and need to appeal to global audiences. Since the early 1990s, the volume of international networkin...

“ Trademark piracy ”, the practice by which unknown third parties imitate products and services by using registered trademarks, has increased since the mid-1970s. Brand piracy generated US$ 40–80 billion at the end of the 1980s, but such sales have now increased to US$ 800–1100 billion.

This first chapter focuses on the foundations of brand identity and addresses the two key questions in this area, namely: Which challenges does brand management face today, and how can they be tackled most effectively? How can identity-based brand management help to create competitive advantages? To begin with, an overview of the present challenges...

This fourth chapter focuses on the operative implementation of brand management with respect to the brand’s internal and external target groups.

This third chapter will focus on strategic brand management within the framework of identity-based brand management. Accordingly, the following questions will be answered: What are the functions of strategic brand management? What should be taken into account at each individual step of the strategic brand management process? How do the internal and...

This chapter introduces brand controlling within the context of identity-based brand management. It aims to answer the following questions: Which tasks does identity-based brand controlling encompass? Which methods are available within the context of identity-based brand controlling? To what extent are the internal and the external perspective of i...

The second chapter focuses on the concept of identity-based brand management. The design of the brand identity as the internal side of a brand and the resulting external brand image for the consumers constitute the foundation of every brand that is successful in the long term.

Research Question Due to innovations in technology, numerous social media platforms have been launched in the past decades. These platforms can be subsumed under the umbrella of social media (Muntinga et al., 2011). Tuten and Solomon (2013) distinguish social media platforms into four categories: social networks that focus on relationships among pe...

This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has prov...

Location-Based Advertising (LBA) is an innovative advertising channel to deliver highly personalized advertising messages. Based on an empirical study the negative effect of privacy concerns on the intention to use LBA is considerably weaker than the positive effect of advertising value.

While there are behaviour-related constructs like brand engagement that measure the success of activities in social networks, a psychological, pre-behavioural construct is missing in literature. Therefore, brand page attachment as strength of the bond connecting the brand page with the self of the user is introduced. Based on an empirical study wit...

In order to use Location-Based Advertising (LBA) as innovative advertising channel effectively it is very important to identify factors influencing the consumers’ intention to use LBA. Based on an empirical study with 1,121 German smart phone users, the positive effect of advertising value on intention to use LBA is larger than the negative effect...

Research Question The increasing diffusion rate of GPS-enabled smart phones and the possibility to collect and handle a huge amount of data in real time (so called Big Data), equip marketing managers with an innovative advertising channel: Location-Based Advertising (LBA). Despite the vast opportunities offered by LBA, consumers are still skeptical...

Die Internationalisierung von Marken wird heute nicht mehr als ein besonderes Phänomen in der Betriebswirtschaftslehre beschrieben. Ob bei der Beschaffung, der Produktion oder dem Absatz: In den seltensten Fällen operieren Marken ausschließlich auf ihrem Heimatmarkt und selbst wenn sie dies tun, werden sie auf diesem mit internationalen Wettbewerbe...

„Markenpiraterie“, die Nachahmung von Produkten oder Dienstleistungen unter Verwendung geschützter Marken durch unberechtigte Dritte, hat seit Mitte der 1970er Jahre immer weiter zugenommen. Lag der weltweite Umsatz mit Markenplagiaten Ende der 1980er Jahre noch bei 40 bis 80 Milliarden US‐Dollar, ist dieser Wert inzwischen auf 800 bis 1.100 Millia...

The main purpose of this study is to understand the consumption of luxury brands in different age groups. Attitude functions (social-adjustive, value-expressive, hedonic, utilitarian) explain luxury brand consumption among three age groups. A total of 297 respondents between the age of 16 and 59 participated in a survey. Using structural equation m...

Gründungsunternehmen stehen vor dem Problem, ihre „liability of newness“ (Witt/Rode 2005, S. 273) zu überwinden. Eine Strategie, diese Herausforderung zu bewältigen, ist der Aufbau einer Marke, die das Gründungsunternehmen bzw. sein(e) Produkt(e) im relevanten Markt bekanntmacht, vom Wettbewerb differenziert und letztendlich zur Kundengewinnung und...

Communication is one of the most powerful tools of organizations to affect employees’ brand understanding, brand commitment, and brand citizenship behaviour. In particular, the authors investigate the effect of internal and external communication and management behaviour as antecedents of internal brand management (IBM) outcomes. The results of an...

Research Question Professional sports have emerged as a rewarding business with many opportunities to prosper. Increasing competition on the sport entertainment market and the inherent lack of guarantees of success (only one club can win the championships) force professional sport clubs to face the constant challenge of achieving economic success i...

Research Question Because employees are important for building and maintaining brand-customer relationships, managing employee behavior applying internal brand management (IBM) becomes a critical success factor in brand management. From managerial perspective, antecedents of IBM outcomes like cognitive brand understanding, affective brand commitmen...

In diesem Aufsatzes werden zunächst die Funktionen von Marken aus Nachfragersicht erläutert. Im Anschluss daran wird der fünfstufige Managementprozesses der identitätsbasierten Markenführung vorgestellt, der zur Planung, Koordination und Kontrolle einer starken Marke notwendig ist. Anschließend werden die zentralen Ergebnisse der Brand Delivery Stu...

The concept of brand personality has become a popular topic in relation to professional sport clubs. The aim of the article is to develop and validate a new brand personality scale for professional sport clubs (sport club brand personality scale, SCBPS). The study includes a five-phase process, with three data collections. The SCBPS is developed an...

Although internal brand management (IBM) is an important factor for brand success, research is still in an infant state. While there is some research regarding IBM outcomes and organization-oriented antecedents like internal communication, leadership and HR management, external communication has received limited consideration as antecedent of IBM o...

Der Aufbau eines starken Images steht im Fokus des Managements von Sportvereinen und -ligen. Welchen Effekt Sponsoren auf das Markenimage von Vereins- und Ligamarken haben, wurde jedoch bisher nicht untersucht. Der Beitrag verdeutlicht insbesondere die signifikante Image-Wirkung des Namenssponsors auf gesponserte Vereins- und Ligamarken.Sponsoring...

In diesem Artikel geht es um die Markenarchitekturgestaltung in der Luxusmarkenführung. In den letzten Jahren haben sich auch in der Luxusgüterindustrie vermehrt große Industriekonglomerate herausgebildet. Im Rahmen der Markenführung stehen diese Unternehmen vor allem vor der Herausforderung, ein immer größeres und umfassenderes Markenportfolio zu...

Dieser Artikel beschäftigt sich mit der Bedeutung des symbolischen Nutzens für die Profilierung von Luxusmarken. Der symbolische Nutzen ist zur Profilierung von bei Luxusmarken besonders geeignet, da Menschen durch die Verwendung von Luxusmarken ihren sozialen Status ausdrücken können. Um dies zu ermöglichen, müssen Marken klare Persönlichkeitsmerk...

Purpose – The purpose of this paper is to contribute to the discussion about how to develop a common identity of local stakeholders of places (e.g. politicians, local companies, residents). Such a common identity is regarded as an essential aspect to market a place consistently to external target groups (e.g. tourists, companies, qualified workers,...

Luxusmarken sind heute einem verstärkten Wettbewerbsdruck ausgesetzt. Anhand der Fallstudien zu den Automobilmarken Maybach und Bugatti wird in diesem Beitrag die Bedeutung einer authentischen Markenführung für den Erfolg von Luxusmarken analysiert.Die Führung einer Luxusmarke ist mit zunehmenden Herausforderungen verbunden: Durch qualitativ oft gl...

Markenleistungen im professionellen Teamsport sind als Leistungsbündel aufzufassen, die aus Primär- und Sekundärleistungen bestehen. Die Primärleistung stellt die Kernleistung dar und umfasst die Betätigung von Sportlern im Rahmen eines sportlichen Wettkampfes. Diese Kernleistung ist jedoch nicht selbständig vermarktungsfähig. Deshalb ist es erford...