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Publications

22publications

Article by Prof. Gutjahr in Markenartikel, No. 11, November 2009
Starke Marken.
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Market research for designing packaging. Article by Prof. Naderer, April 2009

Results of internal basic research. 
The market research sector has a wide range of tools that it has developed through scientific methods for analyzing brand image, brand strengths or brand value. Packaging, on the other hand, is treated rather poorly. Even though the packaging design accounts for 50% of buying intention.

 

High-tech food for the stomach. Article by Prof. Gutjahr in Research & Results, No. 2, 2009, pp. 40–41

The commercial success of functional food is certainly overdue. Despite consumer interest and the technical opportunities open to manufacturers, only a few products have actually been successful. New consumer insights considerably improve chances of success. 

 

Stomach says 'yes'. Article by Prof. Gutjahr,
LZ 48 dated 11/28/2008, 60 years LZ special edition, p. 82

Changes to paradigms in brand leadership. A case against a superficial focus on growth, and a plea for value-centered fine tuning. "Behind every successful market is an awesome story!" In short, for Gert Gutjahr, brands are not the property of the manufacturer. Their value lies dormant in the mind and belly of their consumers.

 
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