Habil. Oliver Schnittka

WORK HISTORY

EDUCATION

ABOUT HABIL. OLIVER SCHNITTKA

For almost 20 years, I am a researcher, professor, and advisor in the area of marketing and branding with a specific emphasis of brand positioning, brand strategy, and brand communication. Starting with a PhD and habilitation degree at the University of Hamburg, I joined SDU as professor in 2013 and HSBA as affiliated professor in 2026. My research implements renowned social science theories and applying innovative quantitative research methods for data analyses, specifically focusing on experimental research designs. Both have resulted in acquiring large research grants, various internationally leading AJG 3/4/4* publications, as well as 100+ citations in international public media outlets. I am further scientific developer of several established industrial market research methods (e.g, CBAC, BANV, PBCC, SAR) applied in industry markets to measure brand equity and brand image. Next to my research career, I am founder and co-director of the scientific brand consultancy SciBrand where we have supported numerous firms and organizations across various industries in Germany and internationally over the last 10+ years in defining and implementing brand purpose, brand vision/missions, brand positioning, brand culture/employer branding, brand strategies, and brand communication.