Vom Hype zur Realität

Today, a brand is not only one of a company’s most valuable assets—it also serves as a central guiding principle for the entire organization. This holistic view of brand management underlines the growing importance of AI-supported solutions. In our latest article, Dr. Carsten Baumgarth, Professor of Brand Management at HWR Berlin, and Dr. Steffen Schmidt, AI expert in marketing research at the Swiss LINK Institute, discuss how cutting-edge marketing and research tools can help build and strengthen a brand more effectively than ever.