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 perspectives on familiar concepts. The numerous parallels to identity-based brand management, which became apparent from a sociological perspective, were particularly enriching.

We would like to thank you very much for your visit and wish you all the best for the future.