Change Companion / Brand Equity


Born in 1968, Prof. Schimansky studied psychology and marketing at the Freie Universität Berlin and received a PhD from the Humboldt University of Berlin.

Since 1996 he has been working as lecturer at several universities: From 2003 to 2009 he was associate tutor at the University of Arts in Berlin and taught society and business communication. Since 2006 he has been teaching at the Institute for Brand Management at the University of Marketing & Communications in Potsdam, at the Institute of Electronic Business as well as at the University of the Arts in Berlin, at the Technical College Berlin, at the Business & Information Technology School in Iserlohn and at the European University of applied sciences Fresenius in Cologne. In 2007 Alexander Schminasky was appointed professor for marketing at the International School of Management (ISM).

Since 2006 Prof. Schimansky has been associate partner at the brand consultancy Kleinundpläcking. In his academic work he has specialized on brand-strength-analysis, brand evaluation and brand management, qualitative and quantitative market-, consumer and brand research, consumer- and advertisement-psychology, strategic communication planning and creative advertising.


  • Professor for Marketing, ISM – International School of Management
  • CMO market research, association for innovative market research
  • Lectureship University of Arts, Berlin (Brand & Market Research and advertisement)
  • Dissertation: Team-effectiveness through moderation
  • Graduate in psychology