Brand Communication & Activation

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

Chapter 9 in Brand Management, 2026, pp 163-184 from Springer

Abstract: Abstract In Germany alone, nearly 900,000 trademarks are currently registered, with more than 80,000 new applications filed in 2024 (DPMA, 2025). Every day, brands compete for fleeting moments of consumer attention across multiple media channels—TV, radio, digital, and out-of-home (OOH). This constant exposure often results in advertising and information overload. For this reason, the launch of a brand and its ongoing communication efforts must be carefully planned and orchestrated according to clear brand communication principles.

Date: 2026
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DOI: 10.1007/978-3-658-50245-4_9

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