The markstones Institute of Marketing, Branding and Technology is delighted to congratulate Dr Olga Bosak on being awarded the Segnitz Prize. The dissertation was supervised by Prof. Dr Maik Eisenbei? and Prof. Dr Kristina Klein.

The work focuses on the question: How does the voice influence the perception of brand personalities? The dissertation clearly shows that not all characteristics of a brand can be conveyed through the voice. At the same time, Olga Bosak identifies which phonetic features (e.g. pitch or speaking speed) can be specifically linked to which brand personality dimensions – a direct benefit for brand management, voice branding and marketing strategies.

The findings were verified in two large studies: first for German-speaking countries, then for US English-speaking brands. Both studies confirm that some dimensions of brand personalities can be reliably conveyed vocally, while others cannot. The interlingual analysis also shows that the connections between voice and brand personality are language-dependent – a crucial insight for international brand strategies.

The Segnitz Prize is awarded annually at the graduation ceremony of the Department of Economics at the University of Bremen in the Bremen Glocke. This year, Stefan Messerknecht, member of the board of the Segnitz Foundation, presented the award to Olga Bosak.

With this honour, the Segnitz Foundation recognises outstanding dissertations that closely link science and practice – such as Olga Bosak's work, which provides brand managers with valuable insights for shaping brand voices.