Holger J. Schmidt has been Full Professor of Marketing and Business Administration at Koblenz University of Applied Sciences since 2011. In his research, he focusses on brand management topics like brand orientation, internal branding, technology & B2B-brands, and social business brands. Before his academic career, he gained more than 15 years of experience in marketing practice. Professor Schmidt is the author of numerous books and has published in academic journals like the Journal of Product and Brand Management, the Journal of Brand Management, the Journal of Retailing and Consumer Services and the Journal Social Business.