{"id":20881,"date":"2026-09-08T08:03:19","date_gmt":"2026-09-08T08:03:19","guid":{"rendered":"https:\/\/www.promarca.ch\/?post_type=referent&#038;p=20881"},"modified":"2026-09-28T13:04:20","modified_gmt":"2026-09-28T13:04:20","slug":"arnd-zschiesche","status":"publish","type":"referent","link":"https:\/\/www.promarca.ch\/fr\/referent\/arnd-zschiesche\/","title":{"rendered":"Prof. Dr Arnd Zschiesche"},"content":{"rendered":"<p>Dr. Arnd Zschiesche est professeur de marketing \u00e0 la Haute \u00e9cole sp\u00e9cialis\u00e9e de la c\u00f4te ouest de l\u2019Allemagne et directeur scientifique de l\u2019Institut de recherche et de conseil en marketing r\u00e9gional. Il est charg\u00e9 de cours en gestion de marque \u00e0 la Haute \u00e9cole d\u2019\u00e9conomie de Lucerne depuis 2011. En 2024, il est devenu membre de la direction de l\u2019Institut de sociologie des marques.<\/p>\n<p>Apr\u00e8s avoir travaill\u00e9 entre autres chez Lufthansa, dans une agence et \u00e0 l\u2019Institut de technologie de marque \u00e0 Gen\u00e8ve, il a fond\u00e9 en 2006 le B\u00fcro f\u00fcr Markenentwicklung Hamburg (bureau sp\u00e9cialis\u00e9 dans le d\u00e9veloppement des marques \u00e0 Hambourg), qui a depuis r\u00e9alis\u00e9 plus de 200\u00a0analyses de marques pour des entreprises et des institutions.<\/p>\n<p>Arnd Zschiesche est le (co)auteur de 16\u00a0ouvrages sp\u00e9cialis\u00e9s et de r\u00e9f\u00e9rence, dont trois ont \u00e9t\u00e9 traduits en anglais, le dernier paru sous le titre <em>Reality in Branding<\/em>. Il prend r\u00e9guli\u00e8rement position dans les m\u00e9dias, notamment sur les cha\u00eenes de t\u00e9l\u00e9vision ARD et ZDF ainsi que dans le magazine <em>Der Spiegel<\/em>.<\/p>\n","protected":false},"featured_media":20852,"template":"","class_list":["post-20881","referent","type-referent","status-publish","has-post-thumbnail","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Prof. Dr Arnd Zschiesche - Promarca<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.promarca.ch\/fr\/referent\/arnd-zschiesche\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Prof. Dr Arnd Zschiesche - Promarca\" \/>\n<meta property=\"og:description\" content=\"Dr. Arnd Zschiesche est professeur de marketing \u00e0 la Haute \u00e9cole sp\u00e9cialis\u00e9e de la c\u00f4te ouest de l\u2019Allemagne et directeur scientifique de l\u2019Institut de recherche et de conseil en marketing r\u00e9gional. Il est charg\u00e9 de cours en gestion de marque \u00e0 la Haute \u00e9cole d\u2019\u00e9conomie de Lucerne depuis 2011. En 2024, il est devenu membre [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.promarca.ch\/fr\/referent\/arnd-zschiesche\/\" \/>\n<meta property=\"og:site_name\" content=\"Promarca\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-28T13:04:20+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.promarca.ch\/wp-content\/uploads\/2026\/08\/AZ-Kopf-Promarca-2025.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1382\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/\",\"url\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/\",\"name\":\"Prof. Dr Arnd Zschiesche - Promarca\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.promarca.ch\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/AZ-Kopf-Promarca-2025.jpeg\",\"datePublished\":\"2026-09-08T08:03:19+00:00\",\"dateModified\":\"2026-09-28T13:04:20+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.promarca.ch\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/AZ-Kopf-Promarca-2025.jpeg\",\"contentUrl\":\"https:\\\/\\\/www.promarca.ch\\\/wp-content\\\/uploads\\\/2026\\\/08\\\/AZ-Kopf-Promarca-2025.jpeg\",\"width\":2048,\"height\":1382},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/arnd-zschiesche\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Referenten\",\"item\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/referent\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Prof. Dr Arnd Zschiesche\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/#website\",\"url\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/\",\"name\":\"Promarca\",\"description\":\"Schweizerischer Markenartikelverband\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.promarca.ch\\\/fr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Prof. Dr Arnd Zschiesche - Promarca","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.promarca.ch\/fr\/referent\/arnd-zschiesche\/","og_locale":"fr_FR","og_type":"article","og_title":"Prof. Dr Arnd Zschiesche - Promarca","og_description":"Dr. Arnd Zschiesche est professeur de marketing \u00e0 la Haute \u00e9cole sp\u00e9cialis\u00e9e de la c\u00f4te ouest de l\u2019Allemagne et directeur scientifique de l\u2019Institut de recherche et de conseil en marketing r\u00e9gional. 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