Tim Brexendorf

Tim Oliver Brexendorf is a Professor (außerplanmäßig) of Marketing at WHU – Otto Beisheim School of Management, Germany. From 2010 to 2020 he built up and led the Henkel Center for Consumer Goods (HCCG) at WHU – from 2010 to 2016 as Assistant Professor of Consumer Goods Marketing. Tim received his PhD from the University of St. Gallen, Switzerland. Before his career in academia, he worked for several retailers.

Tim is also an Emeritus Co-Editor-in-Chief of the Journal of Brand Management. In addition, he is a permanent visiting researcher at Tuck School of Business at Dartmouth College, USA and was guest professor (Erasmus) at ESADE Business School, Spain.

His main research areas are strategic brand management, strategic market management, product management, manufacturer-retailer relationships, and consumer goods marketing. His work has been published in the Journal of the Academy of Marketing Science, Journal of Business Research, European Journal of Marketing, Journal of Brand Management, Journal of Product and Brand Management, Corporate Reputation Review, Journal of Business-to-Business Marketing, among others. He has published several books on brand management.

Research Interests

• Consumer goods marketing
• Brand management, in particular brand strategy, brand positioning, behavioral branding
• Product (innovation) management, in particular product lines
• Product design and product packaging
• Manufacturer-retailer relationship