ISM Professor Dr. Oliver Vogler Publishes New Book on Brand Management

According to ISM Professor Dr. Oliver Vogler, there has long been a gap in the market for a textbook that covers the entire lifecycle of a brand. To address this, he recently published the English-language textbook Brand Management, which provides a comprehensive guide to developing, managing and growing a brand throughout its lifecycle.

Professional brand management plays a vital role in international marketing. "Brands are everywhere, and in the age of social media, they need a clear and distinctive positioning. This is just as important for B2B companies as it is for B2C businesses," says Prof. Vogler. With its international perspective and strong practical focus, the textbook closely aligns with ISM's degree programs and is well suited for courses such as International Marketing.

The textbook is primarily aimed at an advanced audience, including master's students, participants in executive education programs and marketing professionals looking to deepen their expertise in brand management. At the same time, it does not require any prior specialist knowledge, making it equally suitable for readers who are beginning to explore the fundamentals of building, managing and developing successful brands.

Back to news overview