How does an international brand manage to preserve its history while simultaneously reinventing itself?
Students in Prof. Dr. Michael Bürker’s master’s module “Strategic Corporate and Brand Positioning” explored this question. Dr. Constantin Birnstiel, a CEO advisor and former head of communications at Siemens, Osram, E.ON/Uniper, and Merck, provided firsthand insights.
In his guest lecture, he took the students behind the scenes of Merck’s 2018 rebranding. Using concrete examples, he demonstrated the strategic decisions behind a successful repositioning—and why a strong brand is much more than just a name, logo, and design.
What remains? What changes?
Dr. Birnstiel made it clear what is essential for successful brand management: differentiation, clear positioning, and an outside perspective. After all, it is not just a brand’s self-image that matters, but above all how it is perceived by customers, employees, and the public.
At the same time, change requires courage. New ideas can break down established patterns of thinking and pave the way for a sustainable brand strategy.
Practical Knowledge That Inspires
It was a great pleasure for our faculty to welcome Dr. Constantin Birnstiel as a guest speaker in our seminar. With his authentic storytelling and his experience from international companies, he provided students with valuable insights into the practical aspects of strategic brand management.
Foto: Hochschule Landshut, Prof. Dr. Bürker
