Brand Management Summit

From 12:30 To 17:00

Building A, FH Kufstein Tirol

Fri 03 Jul

Harald Sturm is a brand consultant, creative director, and managing director of the branding agency Sturmerprobt in St. Florian am Inn. He helps companies sharpen their brand identity and audience targeting using data- and evidence-based methods. His credo: Brand strength lies in depth.

Harald brings many years of experience in brand strategy, media planning, and communications and content marketing. He has previously served as a university lecturer at DHBW and held senior roles in marketing and sales. His work blends strategic advisory with a keen creative sense for brands, making him a trusted sparring partner for decision-makers.

For nearly two years, he has hosted the podcast brandDOC – focused on corporate identities and corporate branding

Tankred Z. Vogt is a physicist, entrepreneur, and Managing Director of DANISTER Development GmbH, a consulting and software company specializing in the monetary valuation and strategic management of intangible assets, with a particular focus on brands.

In his role, he combines technical expertise, analytical rigor, and entrepreneurial thinking to support companies in developing brand, IP, and valuation strategies.

As a driving force behind DANISTER, he leads the development of digital tools for brand valuation and represents strategic brand and IP advisory at the highest professional level.

Lorenz Wied brings more than 25 years of experience in identity, positioning, and differentiation strategy. He advises companies across industries on how to establish clear market positioning, shift the focus from price to value, and achieve growth that outpaces the competition.

At the age of 22, he founded a company in New York and went on to spend 15 years in international top management roles within the textile and fashion industry. He studied at Johannes Kepler University, Webster University, and the Hohenstein Textile Academy, and later co-founded a European consulting firm together with Jack Trout (Trout & Partners).

For more than 30 years, he has taught at universities, universities of applied sciences, and Executive MBA programs.

The DANISTER Group is an internationally operating consulting group headquartered in Munich, specializing in intangible assets. The firm supports companies in identifying, managing, and strategically leveraging the economic value of brands and intellectual property.

DANISTER combines strategic advisory, IP management, and design expertise within an interdisciplinary framework aimed at sustainable value creation. Clients benefit from tailored solutions that integrate financial, legal, and creative perspectives to unlock the full potential of their intangible assets.

Sturmerprobt is an award‑winning branding and advertising agency that helps companies build strong, relevant brands and position them clearly in the market. Using its evidence‑based Brand Code approach, the agency decodes a company’s behaviors, values, motivations, and audiences to develop and steer brand identity, strategy, design, and communications based on data – not intuition.

The result is a robust brand foundation that provides clear direction and strengthens emotional bonds with customers. Clients benefit from evidence‑based brand consulting that tightly integrates brand, communications, and audience targeting.

Trout & Partners is a global leader in strategic brand and corporate positioning. The firm supports companies in building future-ready positioning strategies and achieving clear differentiation in competitive markets.

Rather than merely defining products or services, Trout & Partners helps organizations answer the fundamental question: “What should our business stand for?” Positioning strategies are developed from the perspective of customers and markets to ensure relevance, clarity, and long-term impact.

In addition, the firm provides methodologies for brand valuation and for sharpening sustainable differentiation factors, enabling companies to establish a clear strategic direction and achieve lasting market success.

Below you will find a selection of our publications from the past two years on the topic of brand value management.

We are pleased to share these publications with interested readers and welcome the opportunity to discuss the findings and implications in greater detail.

• Sorrentino, G., Situm, M., & Pernsteiner, H. (2025). Brand-based financing: Assessing the financial relevance and disclosure effects of brand value. Research Journal of Finance and Accounting, 16(10), 20-35.
• Situm, M., Sorrentino, G., & Pernsteiner, H. (2025). Strategically leveraging brand value: The hidden potential for corporate financing. Strategic Finance. https://www.imatoday.org/learn/article/strategically-leveraging-brand-value-the-hidden-potential-for-corporate-financing
• Sorrentino, G., Situm, M., & Pernsteiner, H. (2025). Markenbewertung in der Insolvenz – Teil II: Fallstudie, Wertermittlung und digitale Bewertungsansätze. Krisen-, Sanierungs- und Insolvenzberatung, 21(5), 217-222.
• Sorrentino, G., Situm, M., & Pernsteiner, H. (2025). Markenbewertung in der Insolvenz – Teil I: Prüfschema, Checkliste und strategische Potenzialanalyse für Insolvenzverwalter. Krisen-, Sanierungs- und Insolvenzberatung, 21(4), 171-175.
• Situm, M., Sorrentino, G., & Vogt, T. Z. (2025). Markenwert als Investoren-Kommunikationsinstrument. transfer – Zeitschrift für Kommunikation und Markenmanagement, 71(2), 62-68.
• Situm, M., & Sorrentino, G. (2025). Die Brand Scorecard: Die eigene Markenstärke messen. Zeitschrift Führung + Organisation, 94(2), 119–122. 
• Situm, M., Sorrentino, G., & Vogt, T. Z. (2025). Der monetäre Markenwert in M&A-Transaktionen: Ein strategisches Instrument zur Stärkung von Transparenz und Verhandlungsposition. M&A Review, 36(3), 106-114.
• Situm, M., Sorrentino, G., & Vogt, T. Z. (2024). Schnelle und einfache Berechnung des Markenwerts mit dem „Markenwertrechner“ für KMU: Vorteile für die Unternehmenssteuerung und das Rating. NWB – Betriebswirtschaftliche Beratung, 12, 371-375.
• Sorrentino, G., Situm, M., Serpeninova, Y., Tumpach, M., & Juhaszova, Z. (2024). Supporting management decisions for M&A transactions based on the strategic allocation of intangible assets. Problems and Perspectives in Management, 22(2), 539-554.
• Situm, M., Sorrentino, G., & Vogt, T. Z (2024). Die Bewertung der Marke in der Hotellerie. Tourismus Wissen – quarterly, 36, 58-64.