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Vernetztes Branding: Ein Konzept zur Markenpolitik aus der Perspektive der Service Dominant Logic

  • Herbert WoratschekEmail author
  • Julia A. Fehrer
  • Roderick J. Brodie
  • Maureen Benson-Rea
  • Christopher J. Medlin
Chapter
Part of the Springer Reference Wirtschaft book series (SRW)

Zusammenfassung

Angesichts disruptiver Technologien entstehen neue Geschäftsmodelle. Dies hat Auswirkungen auf die Markenpolitik sowie die Bedeutung von Marken und deren Markenwert. Netzwerke und damit verbundene Marketingtheorien wie die Service Dominant Logic (SDL) werden zum zentralen Bezugsrahmen moderner Markenpolitik. Durch das innovative von der SDL abgeleitete Konzept „Vernetztes Branding“ wird deutlich, dass Marken nicht allein durch Unternehmen geschaffen werden, sondern Markenbedeutung letztendlich das Resultat des Engagements vieler Akteure in einem Service-Ökosystem ist. Die Kunst im zukünftigen Markenmanagement besteht darin, dieses Engagement so zu fördern, dass die Markenbedeutung durch kollaborative Prozesse gestärkt werden kann.

Schlüsselwörter

Markenidentität Markenbedeutung Branding Service Dominant Logic Netzwerke 

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  • Herbert Woratschek
    • 1
    Email author
  • Julia A. Fehrer
    • 1
  • Roderick J. Brodie
    • 2
  • Maureen Benson-Rea
    • 3
  • Christopher J. Medlin
    • 4
  1. 1.Lehrstuhl für Marketing & DienstleistungsmanagementUniversität BayreuthBayreuthDeutschland
  2. 2.Department of MarketingUniversity of AucklandAucklandNeuseeland
  3. 3.Department of Management and International BusinessUniversity of AucklandAucklandNeuseeland
  4. 4.Business SchoolUniversity of AdelaideAdelaideAustralien

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