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Die Macht Des Logos: Wie Marketingsemiotik Zur Gestaltung Von Unternehmens- Und Markenidentität Beiträgt
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Business GeneralMarketingGraphic Design
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ISBN13: 9783658459727
Publisher: Springer Gabler
Published: May 11 2025
Language: German
Dieses Buch führt den Leser in Marketingsemiotik ein. Einer der wichtigsten Grundsteine der Marketingsemiotik und der visuellen Unternehmensidentität ist das Logo. Seine Wirksamkeit trägt zur Bekanntheit, Wiedererkennbarkeit, Differenzierung und Kundenloyalität bei. Es löst Gefühle, Emotionen und Assoziationen aus. Der Autor zeigt, dass diese assoziative Funktion den Marken oft mehr Wert verleiht und entscheidend die Wünsche, Wahrnehmungen und Verhaltensweisen der Konsumenten beeinflusst. Denn die Marke vermittelt emotionale und soziale Vorteile, die die psychologischen Bedürfnisse der Konsumenten nach Status, Ansehen und Selbstverwirklichung befriedigen. Abschlie end werden die symbolischen Elemente ausgewählter Logos auf der Basis der semiotischen Theorie entschlüsselt und interpretiert.
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