The research activities of Prof. Dr. Sascha Raithel include the following

1. Creation of market-based assets

• Brand strategy
• Influence of drivers such as advertising and corporate communication on brand equity and reputation
• Measurement and reporting of market-based assets.

2. Monetization of market-based assets

• Marketing/finance interface
• Financial valuation of market-based assets
• Impact of market-based assets on financial performance, investors and financial analysts.

3. Preservation of market-based assets

• Prevention and management of and recovery from brand crises
• Impact of negative reporting and corporate crises on market-based assets
• Role of market-based assets during a corporate crisis.
• Management of product recalls