Chair of Strategy and Marketing

Interview with Prof. Dr. Martin Fassnacht at Business Insider

Recently, the Business Insider asked Prof. Fassnacht to comment on brands such as Tempo.

Many of the products we use every day, such as Zewa and Edding, are also brand names. The names of these brands are used in everyday conversations as generic terms that are synonymous with their product categories. But how could a company establish a brand name for its product as a synonym used to describe a brand in a certain category of products? “Many products that we know today, especially under their brand names, were pioneers at their time – not only in the industry, but also in the type of product”, says Prof. Dr. Martin Fassnacht in his interview for Business Insider.

Read the entire article here.