Philippe Guégan's guest lecture on brand positioning

On January 17, 2025, we once again welcomed Philippe Guégan, Global Head of Marketing and Sustainability at Henkel Adhesives, to the part-time Master in Management course “Marketing Strategy and Decision Making” taught by Jun.-Prof. Anna-Karina Schmitz at WHU Campus Vallendar.

In addition to discussing the positioning and the resulting value of different brands, the students and Philippe used a tool to work out the steps necessary for a successful brand positioning. Once again, we recognized the relevance of emotional and symbolic value in addition to tangible, functional benefits.

We at the Henkel Center for Consumer Goods would like to thank Philippe for his constant cooperation and the valuable insights he provides our students with!