Brand Lab
We make brands noticeably stronger, through research, data and clear recommendations for action. Strategic brand management and communication are no accident. At Brand Lab, we combine research, teaching and consulting so you can differentiate your brand today and keep building it tomorrow.
Our Focus
Your brand is more than a logo: it tells stories, builds trust and contributes directly to company value. We show you where your brand currently stands, what potential lies dormant and how to unlock it faster than your competitors.
Research & Consulting from a Single Source
Brand Lab is the applied research and consulting platform of the Center for Brand Management. Here we combine current research findings with hands-on consulting, so your brand becomes measurably stronger.
Independent Contract Research
We provide neutral, scientifically grounded market and brand analyses. You get clear answers instead of pure data overload, plus an actionable plan of measures.
Your benefits:
- Fast results
- Evidence-based, not gut feeling
- Tailored precisely to your questions
Brand Analysis & Strategy
- Brand Strength & Image: We measure where your brand stands in the minds and hearts of your target audiences.
- Current Trends: From Employer Branding to AI, we show you what matters tomorrow.
- Employer Branding Study 2023 (available in German)
- Strategic Positioning: You receive a robust strategy playbook that builds relevance and secures returns.
What Our Clients Say
Our brand stands for a long tradition, which makes it all the more important to regularly reflect on its direction. Brand Lab gave us fresh impetus and clear strategic direction.
Boris Pesek, CEO, Alnatura Schweiz AG
Strong Swiss brands are built on solid analysis, creative approaches and excellent strategic communication, that is exactly the core competence of Brand Lab.
David Wallmer, Senior Brand Manager Water, Aproz Sources Minérales
For our 150th anniversary, we wanted to carefully refresh our brand. Brand Lab delivered well-founded, data-based recommendations in a short amount of time. The first measures are already in progress!
Nico Matern, Head of Marketing & PR, Martel AG St. Gallen
Selected Brand Management Projects
FairFrame Certificate: AI-Generated Advertising (2026)
Basic Research | Innosuisse Innocheck | Partner: Gislerprotokoll
How do stereotypical portrayals in AI-generated advertising affect brand trust? This study examines what labelling requirements are needed and what a certification approach for fair AI advertising could look like.
UEFA: Brand Positioning Women's Football (2024)
Contract Research | Partner: UEFA
Brand positioning analysis for UEFA women's teams in selected European markets. A combination of qualitative in-depth research and quantitative surveys to determine brand perception, differentiation potential and strategic positioning options.
Alnatura Brand Tracker (2025)
Contract Research | Partner: Alnatura
Setup and operation of continuous brand tracking for Alnatura. Responsible for panel management, questionnaire development based on validated scales, and regular analysis and reporting on brand awareness, image and purchase intent.
Content Marketing Study 2025
Industry Study | Nationwide Swiss Survey
A representative study on the use, management and impact measurement of content marketing in Swiss companies. The study provides benchmarks on budgets, channels, KPIs and the use of AI-supported content, and shows how Swiss companies compare internationally.
Employer Branding Study (2023)
Industry Study | Nationwide Swiss Survey
A nationwide Swiss study on employer branding strategies and how they are perceived by skilled professionals. The study examined positioning approaches, communication channels and the gap between the employer brand as lived internally and its external perception.
Executive Education for Professionals and Managers
Strengthen both your brand and your personal expertise: part-time alongside your job, hands-on and scientifically grounded.
CAS Digital Brand Management
Discover how successful digital brand management works today: from identity to measurable impact.
CAS Digital Brand Management
(available in German)
CAS Marketing & Corporate Communication
Learn how to align marketing and corporate communication: strategically sound, operationally on point.
CAS Marketing & Corporate Communication
(available in German)
Invest in your future: our CAS programmes are modular, run alongside your job and can be extended into a Master of Advanced Studies.
Practice-Oriented Teaching in the Bachelor's and Master's Programmes
Students work on real business cases and benefit from the direct transfer of current research:
- Corporate Communication & Brand Management (Bachelor)
- Marketing Pitch Competition (Bachelor)
- Brand Management, Communication & Reputation Management (Master)
- Brand Management (Master/Incoming Students)
Employer Branding Study (available in German)
Academic Publications
Our team regularly publishes on topics such as brand activism, augmented reality in e-commerce and user-generated content. A selection is available here.
- Rozumowski, Anna; Beurer-Züllig, Bettina; Peter, Marc K.; Neher, Alain; Siscaro, Danilo; Zumstein, Darius, 2025. Application of AI in e-commerce strategies: the current state among Swiss e-commerce providers [Paper]. In: Reis, José Luís; Gomes, Luís Mendes; Bogdanović, Zorica; Marques dos Santos, José Paulo, Eds., Marketing and Smart Technologies: Proceedings of ICMarkTech 2024, Volume 1. International Conference on Marketing and Technologies (ICMarkTech), Ponta Delgada, Portugal, 5-7 December 2024. Singapore: Springer. pp. 57-76. Smart Innovation, Systems and Technologies; 438. Available at: https://doi.org/10.1007/978-981-96-3077-6_4
- Beurer-Züllig, Bettina; Rozumowski, Anna; Hauri, Dominique, 2025. The perfect match: a practical framework for effective influencer marketing in the tourism industry [Paper]. In: Reis, José Luís; Gomes, Luís Mendes; Bogdanović, Zorica; Marques dos Santos, José Paulo, Eds., Marketing and Smart Technologies: Proceedings of ICMarkTech 2024, Volume 1. International Conference on Marketing and Technologies (ICMarkTech), Ponta Delgada, Portugal, 5-7 December 2024. Singapore: Springer. pp. 775-791. Smart Innovation, Systems and Technologies; 438. Available at: https://doi.org/10.1007/978-981-96-3077-6_48
- Beurer-Züllig, Bettina; Demiris, Umut; Klaas, Michael, 2025. The influence of email marketing campaign timing on campaign performance and purchasing amount: an online field experiment [Paper]. In: Reis, José Luís; Cascalho, José; Peter, Marc K.; Reis, Luís Paulo; Tiago, Maria Teresa, Eds., Marketing and Smart Technologies: Proceedings of ICMarkTech 2024, Volume 2. International Conference on Marketing and Technologies (ICMarkTech), Ponta Delgada, Portugal, 5-7 December 2024. Singapore: Springer. pp. 401-411. Smart Innovation, Systems and Technologies; 439. Available at: https://doi.org/10.1007/978-981-96-3081-3_25
- Bächler, Jesse Raymond, 2022. Marken-Aktivismus: ein scharfes, zweischneidiges Schwert [Paper available in German]. KMU-Magazin. 2022(10), pp. 2-4.
- Beurer-Züllig, Bettina; Rozumowski, Anna; Klaas, Michael, 2022. Let me entertain you: the influence of augmented reality on purchasing intention in e-commerce [Paper]. In: Proceedings of the 55th Hawaii International Conference on System Sciences. 55th Hawaii International Conference on System Sciences (HICSS), Virtual, 3-7 January 2022. Honolulu: University of Hawai'i at Manoa. pp. 4933-4942. Proceedings of the 55th Hawaii International Conference on System Sciences. Available at: https://doi.org/10.24251/HICSS.2022.601
- Beurer-Züllig, Bettina; Klaas, Michael, 2020. The social side of brick and mortar: the impact of brand-related user-generated content on different consumer typologies in food retailing [Paper]. In: Proceedings of the 53rd Hawaii International Conference on System Sciences. 53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020. Honolulu: University of Hawai'i at Manoa. pp. 2579-2588. Available at: https://doi.org/10.24251/HICSS.2020.314
- Collenberg, Anja; Furchheim, Pia; Beurer-Züllig, Bettina, 2019. Taking advice from your popular friend: the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram. In: Proceedings of the EMAC 48th Annual Conference. EMAC 48th Annual Conference, Hamburg, Germany, 28-31 May 2019. EMAC. Available at: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf
- Beurer-Züllig, Bettina, 2018. Trust in car brands: a quantitative analysis on trust in car brands in Switzerland [Paper]. In: 10th & 11th international conferences on new challenges in management and business. NCM Conference, Dubai, United Arab Emirates, 23 March 2018. p. 68.
Want to Get Involved?
Reach out to our team to explore a collaboration with Brand Lab.
We look forward to hearing from you.
About Us
We are an interdisciplinary team spanning research, practice and executive education. Our aim: to make complex brand topics understandable and translate them into effective strategies. We combine the latest scientific insights from brand management, communication science and consumer psychology with decades of consulting experience. The result: solutions that hold up tomorrow and already show impact today.