uWIN - University Continuing Education intensive
Successful Brand Building in Family Businesses
What makes a family business brand successful? In this uWIN, you will learn how to strategically use your positioning as a family business as a strength while confidently managing its risks. You will understand how brand identity, image, and reputation interact in a family-owned context and how to develop a brand strategy based on current research—one that is scientifically grounded and can be implemented immediately in everyday business practice.
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Info
Degree
Confirmation of Participation
from the University of Innsbruck
Duration
1.5 days
Dates
Thu 21 Jan 2027 | 14:00 – 19:00
Fri 22 Jan 2027 | 09:00 – 18:00
Language of instruction
German
Costs
€550 incl. catering | lunch
The right uWIN for me?
Qualification profile
Participants
- understand the specific characteristics of brand management in family businesses.
- will be familiar with current research on identity, image, and reputation management of family business brands.
- will be able to systematically analyze tensions between the business and the family system.
- reflect critically on internal and external brand perceptions.
- understand the mechanisms of family business signals and their positive and negative effects in various contexts.
- apply scientific insights in a practical way to their own company.
- develop concrete approaches for a consistent and credible brand positioning.
Target Group
- Owners and successors of family businesses
- CEOs and senior executives in family enterprises
- Professionals in communication, marketing, and strategy
- Consultants with a focus on family businesses
Requirements
- Professional activity in or close connection to a family business
- Interest in brand management and strategic communication
- Willingness to reflect on one’s own organization and actively participate in exercises
- Openness to transferring academic insights into practical application
- No specific prior knowledge required
Contact
Mag.a Daniela Gruber
Division for continuing education
Karl-Schönherr-Straße 3
6020 Innsbruck
Ass.-Prof. Dr. Roland Schroll, MSc
is an Assistant Professor at the Institute for Management and Marketing at the University of Innsbruck. His research focuses on the intersection of marketing and consumer psychology. His main research topic is the anthropomorphization (humanization) of products, brands, and processes, with a particular focus on family business brands. His work has been published in leading journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, and Entrepreneurship Theory & Practice.
Philipp Jaufenthaler, BSc MSc PhD
is a postdoctoral researcher at the Institute for Family Business at WU Vienna and at the Institute for Management and Marketing at the University of Innsbruck. His research focuses on the reputation of family businesses and entrepreneurial families, as well as their perception by different stakeholders across various contexts. His work has been published in leading international journals such as Entrepreneurship Theory & Practice, Family Business Review, and Journal of Family Business Strategy. He has received multiple awards for his research, including the Wetherbe Thought Leadership Award, the Rudolf Sallinger Prize, and the Research Award of the Tyrolean Chamber of Commerce. In addition to his academic work, he has experience as a strategy consultant and combines rigorous research with practical application in the areas of family firm branding and strategic positioning.
Ass.-Prof. Dr. Roland Schroll, MSc
is an Assistant Professor at the Institute for Management and Marketing at the University of Innsbruck. His research focuses on the intersection of marketing and consumer psychology. His main research topic is the anthropomorphization (humanization) of products, brands, and processes, with a particular focus on family business brands. His work has been published in leading journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, and Entrepreneurship Theory & Practice.
Philipp Jaufenthaler, BSc MSc PhD
is a postdoctoral researcher at the Institute for Family Business at WU Vienna and at the Institute for Management and Marketing at the University of Innsbruck. His research focuses on the reputation of family businesses and entrepreneurial families, as well as their perception by different stakeholders across various contexts. His work has been published in leading international journals such as Entrepreneurship Theory & Practice, Family Business Review, and Journal of Family Business Strategy. He has received multiple awards for his research, including the Wetherbe Thought Leadership Award, the Rudolf Sallinger Prize, and the Research Award of the Tyrolean Chamber of Commerce. In addition to his academic work, he has experience as a strategy consultant and combines rigorous research with practical application in the areas of family firm branding and strategic positioning.
Dates
Thu 21 Jan 2027 | 14:00 – 19:00
Fri 22 Jan 2027 | 09:00 – 18:00
Location
Grauer Bär, Sowi Campus
Catering
Lunch provided
Content
- Specifics of brand management in family businesses: brand, company, and family
- The entrepreneurial family as a “human brand”
- Opportunities and risks of family business brands
- Unique consumer associations with family-owned businesses
- Latest academic insights into brand management and brand formation in family businesses
- Development of one’s own family business brand
- Space for reflection and exchange
Registration
General information about uWIN – intensive university continuing education registration applies
Participants are responsible for any insurance (health, accident and liability insurance).