Turning employees into brand ambassadors

Christoph Burmann, Euprio Conference Poznan 2019 speaker

Prof. Dr. Christoph Burmann - Germany

Christoph Burmann studied business administration at the University of Münster (Germany). From 1985 to 1986 he worked at the American advertising agency Ogilvy & Mather in Cape Town (South Africa). In 1989, he started work as doctoral candidate (PhD) at the Institute of Marketing of Prof. Dr. Dr. h.c. mult. Heribert Meffert at the University of Münster. Professor Meffert launched and promoted the modern marketing concept in the academic and business world in Germany in the 1960s and founded the first Marketing Institute at a German University in 1968.

Professor Burmann received his PhD in 1993 at the University of Münster. In February 2002, he qualified as university professor in the field of business administration at the University of Münster. In October 2002 Professor Burmann was promoted to become Head of the Chair of Innovative Brand Management at the University of Bremen. Professor Burmann’s research focus is in the field of brand management, market-oriented management, strategic marketing as well as consumer behaviour and market research.

Professor Burmann was a guest lecturer at the Judge Institute of Management Studies of the University of Cambridge, at Fudan University in Shanghai, at Tongji University in Shanghai, Shanghai University of Finance and Economics (SUFE), the SILC Sydney International School of Language and Commerce at Shanghai University and the CAQ China Association of Quality in Peking.

Together with his colleagues Professor Dr. Maik Eisenbeiss and Professor Dr. Kristina Klein  Professor Burmann is director of the “markstones Institute of Marketing, Branding & Technology” at the University of Bremen with Associate Professor Dr. Michael Schade as the Chief Operating Officer of the “markstones  Institute of Marketing, Branding and Technology”. The markstones Institute was founded in 2018.

Employees have to be fully engaged to boost the long-term reputation of any brand, including universities. This workshop will present practical examples of a management framework and recommendations on how to implement professional internal brand management.

Full description
Universities can be seen as corporate brands. Applying innovative brand management models and techniques to universities should strengthen the reputation of universities. The modern concept of identity-based branding will be explained and applied to universities. A core pillar of this concept is internal brand management by which employees can be turned into brand ambassadors. The session will explain what internal brand management is all about, how to implement internal branding, and demonstrate the main barriers to overcome in order to fully exploit the potential of internal brand management. Several examples from applied research projects will be used to inspire a lively debate about the pros and cons of internal brand management for universities.