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


Dr. Alexander Haldemann
Director 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 and studied Economics at the University of St. Gallen (HSG). He earned his Ph.D rer. pol. at Prof. Dr. H. P. Wehrli's Institute of Business Administration at the Zurich University. Besides working as a director of the Center for Brand Management at the SGMI Institute of Management St. Gallen, Alexander Haldemann heads one of the leading agencies for Branding and Corporate Identity with branches in Zurich, Berlin, and San Francisco.


Dr. Alexander Haldemann

Director of the Center for Brand Management at SGMI Management Institute St. Gallen

Further information

+41 71 223 50 30

How to contact us

+41 71 223 50 30

SGMI Management Institut St. Gallen
Bogenstrasse 7
CH-9000 St. Gallen

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