Brands and branding have always caught my attention, and I have spent 20+ years trying to understand what they are (really) about. My conclusion so far is that brands are magic – an ever-evolving elusive concept that ties together several areas such as strategy, communication, marketing, organizational culture etcetera. We can understand them from a corporate, a consumer, and a cultural perspective. Anyone can have an opinion but truly understanding them is an ongoing journey.
I have been teaching at Copenhagen Business School since 2008 where I was first employed as a teaching assistant and then – from 2012 - as an external lecturer. In 2022, I was recruited as a Teaching Associate Professor. I began teaching after my Master's thesis turned into an international textbook. The rest is part of my work history; I have always enjoyed teaching – primarily with material from the textbook which is now in its third edition - ever since.
I have also worked as a branding consultant for many years, and have always enjoyed the inspiration found in combining theory and practice. I have experience with a wide variety of clients, large and small, and with short-term strategic assignments as well as long-term implementation and business development processes.
Link to this homepage
www.cbs.dk/en/staff/themarktg
Courses
Strategic Brand Management, Cand. Merc. Elective
Strategisk Brand Management, HD Elective
Brand Orientation, Performance and Equity, Brand Communication Management course
I supervise Master theses in the areas of branding, consumer behavior, marketing, and communication. Furthermore, I supervise HD Praktisk Seminar and HD projects.
Other teaching activities
The Danish School of Media and Journalism
The Royal Danish Academy (Master of Design)
Selected publications
2020: ”Brand Management: Mastering Research, Theory, and Practice”, 3rd ed,
Co-authors: Charlotte Knudtzen and Mogens Bjerre. Peer-reviewed. London: Routledge.
