Research at Brand University
An intercultural research platform
Transdisciplinarity as a paradigm
As a university specialising in brands, research and teaching at the Brand University of Applied Sciences are directly linked. We see our research as a holistic, transdisciplinary and practical examination of economics, social sciences and humanities, cultural studies, communication and media studies as well as design research.
By applied research, we mean solution-driven investigations that Aim to increase the level of applicable knowledge with a view to a specific practical goal. The aesthetic-artistic spirit of research is just as much a part of our mission as classical scientific research.
For us, transdisciplinarity is not a buzzword, but a research-theoretical paradigm: a methodical process that combines scientific and design knowledge with practical knowledge.
Research Clusters
Cluster 1: Customer Experience & Interaction
Researchers in this cluster deal with customer experiences at physical and digital touchpoints, their psychological and social mechanisms, as well as their effect on behavior and brand value. The focus is on consumer psychology, digital interaction and social media, AI and service robots, measurability of customer experience.
Cluster 2: Design & Branding
We understand design as an extended, transdisciplinary practice. It explores how brands are embedded as communicative and organizational systems in social, technological and ecological transformation processes. Focus: Systemic design, service design & social innovation, generative AI & XR, international image and advertising cultures.
Cluster 3: Culture, Strategy & Brand Purpose
Researchers from this cluster investigate brands in the interplay of strategic orientation, purpose, cultural meaning framework and international communication culture. The goal is sound, culturally sensitive and strategically oriented brand management that integrates societal expectations, transnational communication and brand value measurement.
Brand Thinking
"Brand Thinking" refers to our transdisciplinary perspective on brands: not as mere marketing tools, but as living, dynamic and cultural entities in continuous dialogue with their environment. We understand brands as semiotic ecosystems in which signs, symbols and meanings interact to shape brand identity and perception.
Brand management is undergoing a profound change. Digital transformation and new Technologies are fundamentally changing the economy and business models. Brands are increasingly defined by their digital presence, by interaction with consumers and by social responsibility. The "Brand Thinking"approach combines theoretical reflection, empirical analysis and creative practice: knowledge arises through the study of brand processes as well as through the active design of artifacts, communication processes and user experiences.