The research activities conducted by Dr. Sascha Raithel, Professor, focus on the following areas:

 

Building brands

Branding and advertising

• Branding strategy
• Impact on advertising on brand equity
• Advertising effectiveness and efficiency
• Optimal advertising budget allocation

 

Monetizing Brands

Marketing/finance interface

• Monetary evaluation of intangible (market-based) assets
• Impact of marketing metrics on financial performance, investors, and analysts
• Impact of reputation on future firm value

 

Preserving brands

Corporate reputation and crisis management

•  Reputation measurement and management
• Role of corporate social reporting
• Corporate social performance as value driver and risk buffer
• Corporate crisis prevention, preparations, management, and recovery