Research Vision

Those companies that are looking for economic success in partly saturated and highly competitive markets need not only develop new ideas and quickly translate those into products, but must also establish brands or brand architectures to ensure success. Fast and company-specific information transfer is, therefore, one of the most important objectives of the Institut für Markenwert.
Companies of all sizes and from all industries utilise the Institut für Markenwert as an expertise lab for virtually all kinds of development, management and controlling tasks around a brand. To ensure success, the Institut für Markenwert conducts application-oriented, cutting-edge research for direct application in their companies and to the advantage of science.
To this end, a unique network of outstanding capacities in Germany and abroad was created.
The following scientific institutions are an essential part of our research network:

• Center of Market-Oriented Product and Production Management at the University of Mainz
• Center for Business Metrics at the University of St. Gallen

In addition to initiating application-oriented, cutting-edge research, another central task of the Institut für Markenwert is to explain research projects and results so that obtained research findings are a specific benefit to those interested. Furthermore, the Institut für Markenwert not only aims at eliminating reservations about science, but making science even experienceable (a tangible results approach). For this reason, seminars are held in which the results of studies are discussed directly and in-depth with the participants. In addition, an interdisciplinary team composed of renowned scientists and representatives from the business world is continuously researching in the field of brand evaluation and value-oriented brand management. This unique combination of renowned experts has a large potential to generate new findings. Another task is to show young people that science and research offer interesting and a assortment of occupational viewpoints. Research projects actively supported by the Institut für Markenwert, but also the promotion of minor scientific work such as studies and diploma theses, are a valuable contribution.