- Center for Strategic Management
- Center for Innovation
- Center for Start-up-Management
- Center for Digital Business Transformation
- Center for Governance & Compensation
- Center for Sustainability Management
- Center for Executive Coaching
- Center for Leadership
- Center for Change Management
- Center for Personal Leadership & Motivation
- Center for the Future of Work
- Center for Communication
- Center for Rhetoric
- Center for Marketing Management
- Center for Brand Management
- Center for Online Marketing & Social Media
- Center for Resilient Marketing
- Center for Sales Communication
- Center for Financial Management
- Center for Mergers & Acquisitions
- Center for Controlling
- Center for International Management
- Center for Asia
Center for Brand Management
A strong brand can help companies become market leaders and face changes within the market much more comfortable. Therefore, a company can differentiate itself from the competition through a brand. Furthermore, a brand can increase product value and the way employees identify themselves with the company. When companies are facing challenges, successful brands can help to communicate the measures taken, both internal and external, and to make the change visible.
- Inefficient Communication
- Exchangeability of Commercials
- Not reaching your target groups
- Lack of identification with employees
The St. Gallen Center for Brand Management supports companies using a proven practical approach ranging from the strategic basics of brand positioning over portfolio management to the operational implementation of brand management. During this process, all relevant questions of brand management are addressed and answered by combining the most recent scientific findings with our proven practical experience.
Workshops, Keynote-Speeches and Consulting Services
- Workshop Brand Audit: a two-day program to identify your brand's field of action.
- Keynote-Speech: The Power of Brands
- Company-specific training and consulting projects about your own issues with brand management
Point of Contact
Dr. Alexander Haldemann
Expert Lead of the Center for Brand Management at SGMI Management Institute St. Gallen
Alexander Haldemann is an internationally renowned expert on strategic branding and communication. His research and projects focus on the following disciplines:
- Strategic Positioning
- Corporate Branding/Corporate Identity
- Portfolios Structures and Brand Architecture
- Incorporate Communication
- Management Employer Branding
- Digital Transformation and Innovation Management
Alexander Haldemann was born in Berlin. He completed his degree in economics at the University of St. Gallen (HSG). He subsequently obtained his PhD under Prof. Dr H. P. Wehrli at the Institute for Business Research at the University of Zurich. In addition to his role as Expert Lead at the Centre for Brand Management at the SGMI Management Institute, Alexander Haldemann serves as CEO of one of Switzerland’s largest communications and advertising agencies.
