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Markenidentitätsmodelle: Analyse Und Bewertung Von Ansätzen Zur Erfassung Der Markenidentität
Paperback
Series: Essentials
ISBN13: 9783658045852
Publisher: Springer Nature
Published: Jan 17 2014
Pages: 55
Weight: 0.21
Height: 0.15 Width: 5.83 Depth: 8.27
Language: German
Die Markenidentität als gestaltbares Führungs- und Managementkonzept auf der einen Seite und das Markenimage als wahrgenommenes Akzeptanzkonzept auf der anderen Seite sind die beiden Eckpfeiler des identitätsorientierten Markenverständnisses, das seit Mitte/Ende der 1990er Jahre als vorherrschend gilt. Sieben Ansätze zur Erfassung und Beschreibung der Markenidentität - namentlich die von Aaker; Bates; Burmann; Esch; Henrion, Ludlow & Schmidt; Kapferer sowie McKinsey - werden vorgestellt. Anschlie end erfolgt eine vergleichende Bewertung der Ansätze anhand von fünf Kriterien. Im Fazit am Ende der Arbeit empfiehlt der Autor ein modifiziertes Modell.
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