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Brand Communication & Activation

In: Brand Management

Author

Listed:
  • Oliver Vogler

    (ISM International School of Management GmbH)

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.

Suggested Citation

  • Oliver Vogler, 2026. "Brand Communication & Activation," Springer Books, in: Brand Management, chapter 9, pages 163-184, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-50245-4_9
    DOI: 10.1007/978-3-658-50245-4_9
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