Dear reader,

We are pleased that you are working with the new edition and have now found your way from the book to the additional material provided for chapter 8.

At selected points in the text, the ✚ symbol and a short title refer to the relevant additional material.

Here you will find the list of contributions to Chapter 8 :

• 8-9: Storytelling in brand communication

• 8-10: Code management

• 8-11: Examples of advertising design techniques

• 8-12: Advertising impact analysis of digital communication tools

• 8-1: Product positioning: Code analysis of the brand presence of two sparkling wine brands

• 8-2: Tchibo launches biggest launch campaign in 10 years

• 8-3: The power of megatrends and the future of safety and quality

• 8-4: Successful and unsuccessful social media campaigns

• 8-5: Guerrilla communication: using a neo-Nazi march for a good cause

• 8-6: Guerrilla communication from DHL

• 8-7: Integrated communication using the example of the Hypoxi brand

• 8-8: Example of a successful DOOH campaign