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01/29/2024

Henkel Guest Lecture on Marketing Strategy

Brand Positioning and Sustainability - Insights from Henkel Consumer Adhesives

In January, we had the pleasure of welcoming Philippe Guégan, Global Head of Marketing Strategy and Head of Sustainability at Henkel Adhesives as a guest speaker in Prof. Schmitz’ "Marketing Strategy and Decision Making" class in WHU’s part-time Master in Management program.

Along informative examples, Philippe gave us first-hand insights into the importance and the steps in brand management at Henkel Adhesives for Consumers and Craftsmen. We took a closer look into brand archetypes, and our students had the opportunity to work on a brand equity destination for the brand Loctite.

We are very thankful that Philippe joined us and for his very interactive and substantial guest lecture! It's a pleasure working together in the Henkel Center for Consumer Goods!

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