Zusammenfassung
Der Bezug zwischen der Corporate Identity und verschiedenen möglichen Markenstrategien (dominierende Firmenmarke, Firmen- und Produktmarke, dominierende Produktmarke, keine ausgeprägte Marke) wird i.e. untersucht. Ausgangspunkt der Untersuchung ist eine Analyse des Markenwertes und seiner Determinanten aus Konsumentensicht. Es werden Bedingungen entwickelt, unter denen die verschiedenen Markenstrategien von Vorteil sind.
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Walker, O.C., Keefe, L.M. (1998). Corporate Identity and International Branding Strategies. In: Berndt, R. (eds) Unternehmen im Wandel — Change Management. Herausforderungen an das Management, vol 5. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-58923-2_13
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DOI: https://doi.org/10.1007/978-3-642-58923-2_13
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