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Apple, Google, Amazon, Mercedes, Coca-Cola, Louis Vuitton: Consumers are fascinated and emotionally committed to various brands in their every-day-life around the globe. But what makes a strong brand in the digital age? And why are consumers so loyal to these brands that they would never transfer their iphone into a competitor’s brand?

To answer these questions, this presentation gives a brief overview for how to set-up a strong brand in a market and highlights relevant do’s and don’ts in this process. The lecture provides hands-on examples from practice and gives theoretical explanations why especially young consumers are so depending on purchasing strong brands when conducting product purchases.

The students will gain knowledge on what drives a successful brand in the digital age and how to set-up the strategic process from an organizational perspective for building a strong brand in a market.