Tilde Hed­ing

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, organisational culture, etc. 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. Subsequently, in 2022, I was recruited as a Teaching Associate Professor. I began teaching after my master's thesis turned into an international textbook: Brand Management – Mastering Research, Theory and Practice (co-authored with Mogens Bjerre and Charlotte Knudtzen, 2009, 2016, 2020, Routledge). The book has been used widely across brand management courses – at Copenhagen Business School as well as a number of international universities. The rest is part of my work history; I have always enjoyed teaching – primarily with material from the textbook, which is now in its fourth edition – ever since.  

I have also worked as a branding consultant for 20+ 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 strategy assignments as well as long-term implementation and business development processes.