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Apl. Professor Dr. Tim Oliver Brexendorf

Apl. Professorship of Marketing

Apl. Professorship of Marketing


+49 (0)211 44709 760


Research Interests

  • Consumer goods marketing
  • Brand management, in particular brand strategy, brand positioning, behavioral branding
  • Product (innovation) management, in particular product lines
  • Product design and product packaging
  • Manufacturer-retailer relationship


  • Emeritus Editor of the Journal of Brand Management
  • Special Issue Co-Editor of the Journal of Brand Management (JBM),Special Issue on "Corporate brand Management - A leadership perspective" (together with John M. T. Balmer and Joachim Kernstock), 2013, Volume 20, No. 9
  • Special Issue Co-Editor of the Journal of Brand Management (JBM),Special Issue on "Future challenges and opportunities in brand management" (together with Joachim Kernstock and Shaun Powell), 2015, Volume 21, No. 9
  • Guest Special Issue Co-Editor of theJournal of the Academy of Marketing Science(JAMS), Special Issue on "Brand Innovation Interdependency" (together with Barry L. Bayus and Kevin Lane Keller), 2015, Volume 43, No. 5

Review activities


  • American Marketing Association (AMA)
  • Association for Consumer Research (ACR)
  • European Marketing Academy (EMAC)
  • International Corporate Identity Group (ICIG)
  • Marketing Science Institute (MSI)
  • German Academic Association for Business Research (VHB) – Marketing
  • Society for Consumer Psychology (SCP)


  • Bachelor of Science (BSc) - Brand Management (English)
  • Bachelor of Science (BSc) - Shopper & Trade Marketing (English)
  • Bachelor of Science (BSc) - Contemporary Topics in Marketing Management (English)
  • Bachelor European Summer Program - Brand Management in Europe (English)
  • Master of Science (MSc) - Product & Shopper Marketing (English)
  • Master of Science (MSc) - Luxury Brand Management (English)
  • Master of Science (MSc) - Strategic Marketing (English)
  • Full-time and Part-time MBA - Strategic Brand Management (English)
  • Executive Education - B2C Marketing in Europe (English)
  • Executive Education - Brand Management in Family Businesses (English)
  • Henkel AC Marketing Academy - Marketing & Branding (English)

Work Experience

since 09/2020WHU - Otto Beisheim School of Management, DüsseldorfApl. Professorship of Marketing
since 06/2016WHU - Otto Beisheim School of Management, DüsseldorfProfessor (Außerplanmäßig) of Marketing
since 2012Tuck School of Business at Dartmouth College, Hanover, New Hampshire, USAVisiting Research Scholar (Professor Kevin Lane Keller)
03/2016 – 09/2020WHU - Otto Beisheim School of Management, DüsseldorfDirector of the Henkel Center for Consumer Goods
04 - 05/2014ESADE Business School at Ramon Llull University, Barcelona, Spain (Erasmus Exchange Program)Guest Professor of Marketing
03/2010 – 02/2016WHU - Otto Beisheim School of Management, DüsseldorfAssistant Professor of Consumer Goods Marketing, Head of Henkel Center for Consumer Goods, Vallendar
03/2009 – 03/2010University of St. Gallen, SwitzerlandSenior Research Fellow, Research Center for Customer Insight (FCI-HSG)
11/2007 – 03/2009htp St. Gallen Management Consulting, SwitzerlandProject Manager
07/2002 – 11/2007University of St. Gallen, SwitzerlandResearch Assistant, Competence Center Brand Management, Institute for Marketing and Retailing (IMH-HSG)
09/2000 – 07/2002OBI@OTTO GmbH&Co.KG, HamburgE-Commerce Manager Dialogue Marketing/CRM
09/1999 – 09/2000OBI Bau- und Heimwerkermärkte Headquarter, WermelskirchenJunior Category Manager ECR


10/2002 – 03/2009Doctoral studies programme at the University of St. Gallen, Switzerland; Specialised programme MarketingDr. oec. HSG
10/1993 – 03/2002Studies of Business Administration at the Carl von Ossietzky University, OldenburgDipl.-Oec. Focus: Marketing, Strategic Management, Organizational Psychology
07/1989 – 07/1992Carl von Ossietzky Gymnasium, BremerhavenUniversity-entrance diploma
07/1985 – 07/1989Gymnasium Loxstedt 
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