Advertisement

Portfolio-Werbung: Durch die Kommunikation der Markenarchitektur die Corporate Brand stärken und verknüpfen

  • Christian Boris BrunnerEmail author
  • Franz-Rudolf Esch
Chapter

Zusammenfassung

Portfolio-Werbung meint die gemeinsame Darstellung einer Dachmarke zusammen mit ihrem Markenportfolio in der werblichen Kommunikation. Vor allem durch das Zeigen bekannter und starker Produktmarken soll es zu Imagetransfers von den Produktmarken auf die Dachmarke kommen. Ebenso können neue Produktmarken durch Portfolio-Werbung kommunikativ positiv aufgeladen werden. In diesem Beitrag werden die positiven Image-Transferwirkungen sowie die Gefahren aufgezeigt und praktische Implikationen für Portfolio-Werbung gegeben.

Literatur

  1. Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challeng. California Management Review, 42(4), 8–23.Google Scholar
  2. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.CrossRefGoogle Scholar
  3. Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: what are they? What of them. European Journal of Marketing, 37(7/8), 972–997.Google Scholar
  4. Baumol, W., & Ide, E. A. (1956). Variety in retailing. Management Science, 3(1), 93–101.CrossRefGoogle Scholar
  5. Berger, J., Draganska, M., & Simonson, I. (2007). The influence of product variety on brand perception and choice. Marketing Science, 26(4), 460–472.CrossRefGoogle Scholar
  6. Berens, G., van Riel, C. B. M., & van Bruggen, G. H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35–48.Google Scholar
  7. Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller’s model. International Journal of Research in Marketing, 13(4), 365–377.CrossRefGoogle Scholar
  8. Bottomley, P. A., & Holden, S. J. S. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38, 494–500.CrossRefGoogle Scholar
  9. Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16–28.CrossRefGoogle Scholar
  10. Boush, D., Shipp, S., Loken, B., Gencturk, E., Crockett, S., Kennedy, E., Minshall, E., Misurell, D., Rochford, L., & Strobel, J. (1987). Affect generalization to similar and dissimiliar brand extensions. Psychology & Marketing, 4(3), 225–237.CrossRefGoogle Scholar
  11. Brady, D. (2012). Corporate Naming: Mondelēz Ditches Kraft’s Name; Others Dump the Accent, Bloomberg Businessweek, 1 October 2012. http://www.businessweek.com/articles/2012-10-01/mondel-z-splits-from-kraft-with-a-symbol-that-goes-missing.
  12. Bräutigam, S. (2004). Management von Markenarchitekturen: Ein verhaltenswissenschaftliches Modell zur Analyse und Gestaltung von Markenportfolios, Dissertation am Lehrstuhl für Marketing an der Justus-Liebig-Universität Gießen.Google Scholar
  13. Brunner, C. B. (2010). Alle für Einen, einer für Alle. Markenartikel, 2010(11), 88–91.Google Scholar
  14. Brunner, C. B. (2013). Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen (2. Aufl.). Wiesbaden: Gabler.CrossRefGoogle Scholar
  15. Brunner, C. B. (2014). Measuring consumers’ brand knowledge towards corporate and product brands in different product categories. Working Paper, University of Reading: Department of Food Economics and Marketing, United Kingdom.Google Scholar
  16. Brunner, C. B. & Baum, M. (2019). The impact of brand portfolios on organizational attractiveness (in Vorbereitung).Google Scholar
  17. Brunner, C. B., & Esch, F.-R. (2010). Der Einfluss des Markenportfolios auf die Dachmarke durch Portfolio-Werbung: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen. Marketing ZFP, 2010(3), 144–161.Google Scholar
  18. Carlston, D. E., & Skowronski, J. J. (1994). Savings in the relearning of trait information as evidence for spontaneous inference generation. Journal of Personality and Social Psychology, 66(5), 840–856.CrossRefGoogle Scholar
  19. Chernev, A. (2003a). Product assortment and individual decision process. Journal of Personality and Social Psychology, 85(1), 51–162.CrossRefGoogle Scholar
  20. Chernev, A. (2003b). When more is less and less is more: The role of ideal point availability and assortment in consumer choice. Journal of Consumer Research, 30(2), 170–183.CrossRefGoogle Scholar
  21. Chernev, A. (2006). Decision focus and consumer choice among assortments. Journal of Consumer Research, 33(1), 50–59.CrossRefGoogle Scholar
  22. Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229–242.CrossRefGoogle Scholar
  23. Einwiller, S., Wänke, M., Herrmann, A., & Samochowiec, J. (2006). Attributional processes in the case of product failures: The role of the corporate brand as buffer. Advances in Consumer Research, 33(1), 270–271.Google Scholar
  24. Erickson, M. A., & Kruschke, J. K. (1998). Rules and exemplars in category learning. Journal of Experimental Psychology: General, 127(2), 107–140.CrossRefGoogle Scholar
  25. Esch, F.-R., Brunner, C. B., Gawlowski, D., & Goertz, S. (2010). Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken: Eine empirische Untersuchung. Transfer – Werbeforschung & Praxis, 2, 6–30.Google Scholar
  26. Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73(3), 421–435.CrossRefGoogle Scholar
  27. Fiske, S. T., & Taylor, S. E. (2008). Social cognition: From brains to culture. New York: McGraw-Hill.Google Scholar
  28. Goertz, S. (2007). Portfolio-Werbung – Eine Technik zur Stärkung von Dachmarken. Wiesbaden: Gabler.Google Scholar
  29. Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995–1006.CrossRefGoogle Scholar
  30. Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(2), 35–50.CrossRefGoogle Scholar
  31. Kroeber-Riel, W., & Esch, F.-R. (2011). Strategie und Technik der Werbung – Verhaltenswissenschaftliche Ansätze (7. Aufl.). Stuttgart: Kohlhammer.Google Scholar
  32. Laforet, S. (2015). Managing brand portfolios: audit of leading grocery supplier brands 2004 to 2012. Journal of Strategic Marketing, 23(1), 72–89.CrossRefGoogle Scholar
  33. Lane, V. R. (2000). The impact of ad repetition and ad content on consumer perceptions of incongruent extensions. Journal of Marketing, 64(2), 80–91.CrossRefGoogle Scholar
  34. Lei, J., Dawar, N., & Lemmink, J. (2008). Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects. Journal of Marketing, 72(3), 111–123.Google Scholar
  35. Lien, N. (2001). Elaboration likelihood model in consumer research: A review. Proceedings of the National Science Council, 11(4), 301–310.Google Scholar
  36. Loken, B., & Roedder John, R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact? Journal of Marketing, 57(3), 71–84.CrossRefGoogle Scholar
  37. Lynch, J. G. (2006). Accessibility-diagnosticity and the multiple pathway anchoring and adjustment. Journal of Consumer Research, 33(1), 25–27.CrossRefGoogle Scholar
  38. Lynch, J. G., Marmorstein, H., & Weigold, M. F. (1988). Choices from sets including remembered brands: Use of recalled attributes and prior overall evaluations. Journal of Consumer Research, 15(2), 169–184.CrossRefGoogle Scholar
  39. Mao, H., & Krishnan, H. S. (2006). Effects of prototype and exemplar fit on brand extension evaluations: A two-process contingency model. Journal of Consumer Research, 33, 41–49.CrossRefGoogle Scholar
  40. Marcus, H. & Zajonc, R. B. (1985). The cognitive perspective in social psychology. In G. Lindzey & E. Aronson (Hrsg.), Handbook of social psychology (3. Aufl., S. 137–230). New York: Random House.Google Scholar
  41. Medin, D. L., Ross, B. H., & Markman, A. B. (2005). Cognitve psychology (4. Aufl.), Fourth Worth: Hartcourt College Publisher.Google Scholar
  42. Mervis, C. B., & Rosch, E. (1981). Categorization of natural objects. Annual Review of Psychology, 32, 89–115.CrossRefGoogle Scholar
  43. Petty, R. E., & Cacioppo, J. T. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10, 134–148.CrossRefGoogle Scholar
  44. Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer.Google Scholar
  45. Redler, J. E. (2003). Management von Markenallianzen: Eine Analyse unter besonderer Berücksichtigung der Urteilsbildung. Berlin: Logos.Google Scholar
  46. Rosch, E. (1978). Principles of Categorization. In E. Rosch & B. B. Lloyd (Hrsg.), Cognition and categorization (S. 27–48). Hillsdale: Erlbaum.Google Scholar
  47. Rosch, E., & Mervis, C. B. (1975). Family resemblances: Studies in the internal structure of categories. Cognitive Psychology, 7(4), 573–605.CrossRefGoogle Scholar
  48. Rossiter, J. R., & Bellman, S. (2005). Marketing communications: Theory and applications. Frenchs Forest NSW: Pearson.Google Scholar
  49. Rumelhart, D. (1980). On evaluating story grammars. Cognitive Science: A Multidisciplinary Journal of Artificail Intelligence, Psychology, and Language, 4(3), 313–316.CrossRefGoogle Scholar
  50. Schwarz, N., & Bless, H. (1992). Constructing reality and its alternatives: An inclusion/exclusion model of assimilation and contrast effects in social judgment. In L. L. Martin & A. Tesser (Hrsg.), The construction of social judgments (S. 217–245). Hillsdale: Erlbaum.Google Scholar
  51. Schobelt, F. (2012). Der erste Spot: Procter & Gamble sagt weltweit “Danke, Mama”. werben und verkaufen, 18.04.2012. http://www.wuv.de/marketing/der_erste_spot_procter_gamble_sagt_weltweit_danke_mama. Zugegriffen: 29. Dez. 2012.
  52. Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the Spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.CrossRefGoogle Scholar
  53. Wänke, M. (1998). Markenmanagement als Kategorisierungsproblem. Zeitschrift für Sozialpsychologie, 29(2), 117–123.Google Scholar
  54. Wänke, M., & Greifeneder, R. (2007). Mehr ist mehr? Die psychologische Wirkung von Angebotsvielfalt und Markenbreite. In A. Florack, M. Scarabis, & E. Primosch (Hrsg.), Psychologie der Markenführung (1. Aufl., S. 149–158). München: Vahlen.Google Scholar
  55. Wänke, M., Bless, H., & Schwarz, N. (1998). Context effects in product line extensions: Context is not destiny. Journal of Consumer Psychology, 7(4), 299–322.CrossRefGoogle Scholar
  56. Wänke, M., Bless, N., & Schwarz, N. (1999). Assimilation and contrast in brand and product evaluations: Implications for marketing. Advances in Consumer Research, 26, 95–98.Google Scholar
  57. Wänke, M., Bless, H., & Igou, E. R. (2001). Next to a star: Paling, shining, or both? Turning interexemplar contrast into interexemplar asssimilation. Personality and Social Psychology Bulletin, 27(1), 14–29.CrossRefGoogle Scholar
  58. Waldmann, M. R. (2008). Kategorisierung und Wissenserwerb. In J. Müsseler (Hrsg.), Allgemeine Psychologie (S. 376–427). Heidelberg: Spektrum Akademischer.Google Scholar
  59. Winter, L., & Uleman, J. S. (1984). When are social judgments made? Evidence for the spontaneousness of trait inferences. Journal of Personality and Social Psychology, 47(2), 237–252.CrossRefGoogle Scholar

Copyright information

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

Authors and Affiliations

  1. 1.einzigNahtHamburgDeutschland
  2. 2.EBS Universität für Wirtschaft und RechtWiesbadenDeutschland

Personalised recommendations