markstones Institute of Marketing, Branding and Technology

In the project seminar ‘Sports Marketing and Brand Communication’ (AG Burmann, lecturer Dr. Schade), students developed practical marketing concepts for Todtglüsinger SV (the fifth-largest sports club in Lower Saxony with over 8,000 members). The focus was on expanding the range of services to…

Luisa Mahn, Dr Michael Schade, and Prof. Christoph Burmann (all from markstones Institute) as well as Prof. Sabrina Hegner (Bremen University of Applied Sciences / City University of Applied Sciences) and Prof. Rico Piehler (Macquarie Business School, Sydney, Australia) have published a scientific…

Last Tuesday, we had the pleasure of welcoming Prof. Dr. Oliver Errichiello, brand professor and expert in brand sociology, to our institute. In his guest lecture on brands as social systems, he gave an exciting introduction to brand sociology, actively involved the students and opened up new…

Despite the last-minute absence of one examiner due to illness early Tuesday morning Franziska Frese successfully completed her doctoral project at the markstones Institute on Tuesday. Thanks to the quick and flexible support of Prof. Dr. Martin Missong and the Examination Office, Dr. Johannes…

Prof. Dr. Kristina Klein appeared as an expert on consumer behaviour on Deutschlandfunk Kultur radio this morning to discuss the topic of ‘Easter eggs’. The occasion was a fan discussion about a possible new final episode of the Netflix series Stranger Things.

Starting in January, Prof. Dr. Kristina Klein, Professor of Consumer Behaviour, will serve as the new Associate Editor of the Schmalenbach Journal of Business Research (SBUR). She is looking forward to supporting the team.

Prof. Dr. Kristina Klein and Dr. Tjark Virkus, her former doctoral student, have published a scientific article entitled ‘The role of authenticity and scepticism in consumers' reactions to brand activism’ in the renowned Journal of Business Research (VHB B).

In the article, two experimental studies…

Professor Burmann supports the ports of Bremen: As of today, Professor Burmann is appearing as a testimonial in the current campaign for the ports of Bremen under the slogan ‘#aufunsistverlass’ (you can rely on us). The campaign is based on the new brand promise of the ports of Bremen,…

Marieke Schewe, Dr Michael Schade, Dr Ole Gardewin and Prof. Christoph Burmann (all from markstones Institute) as well as Prof. Sabrina Hegner (Bremen University of Applied Sciences / City University of Applied Sciences) have published a scientific article entitled "On the Run for Value: Exploring…

We warmly congratulate Dr Olga Bosak: Her cumulative dissertation on the vocal perception of brand personalities has been awarded this year's Segnitz Prize.

Last Tuesday, we had the opportunity to welcome JDE Peet's to our brand management lecture. Under the title “Experience is brand – Real experiences shape (employer) brands,” Simone Hirschhäuser and Lena Kaufmann gave us exciting insights into the world of employer branding and showed how authentic…

On Monday, we welcomed a special guest to our brand management lecture in the Master's programme: Bert Kriewolt.

In his presentation ‘Success factors in corporate strategy and brand management using the example of the chocolate industry’, he gave us exciting insights into a market that is as…

In an interview with Brigitte Online, Kristina Klein, Professor of Marketing and Consumer Behaviour at the University of Bremen, explains when shopping can become problematic and which strategies can help consumers shop more consciously.

Yesterday, we welcomed Dr Gaki Wangmo and Yixin Zhang from Macquarie University in Sydney, Australia, to our institute. During their visit, both presented exciting insights from their current research projects, enriching our Research Talk.

Dr Gaki Wangmo gave a presentation on: “Employee-based…

Dr Caroline Grauel has been working as an external doctoral candidate in the Innovative Brand Management working group under the supervision of Prof. Dr Burmann since 2023. In addition to her full-time job as a consultant, Dr Grauel wrote her cumulative dissertation entitled ‘Sustainability Meets…

We are delighted to welcome Prof. Dr. Ralf Wilden from Macquarie University in Sydney to our institute this week! The reason for his visit is to collaborate on our German-Australian research project aimed at bridging the ‘research practice gap’.

Prof. Wilden offered two exciting events at our…

The connection between science and practice was the focus of the DERMARKENTAG practical conference, a goal that is also highly relevant at the markstones Institute. We are delighted that we were able to contribute to the lively exchange on brand management and brand sociology with several…

On 7th October 2025, Professor Klein appeared as an expert on the programme series ‘ZDF Besseresser’ with Sebastian Lege. The programme focused on the use of nostalgia by companies. The programme can be viewed in the ZDF media library or on the internet at the link…