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Die Marke in der vernetzten Stadt

  • Alexander GutzmerEmail author
Chapter

Zusammenfassung

In diesem Kapitel werden konkret die Integrations- und Interaktionsmechanismen durchdekliniert, die für Marken im Stadtraum denkbar sind. Es wird gezeigt, auf welchen Ebenen diese funktionieren und wie speziell digitalisierte Marken in neuer Weise auf den Stadtraum und die Akteure und Aktanten in diesem zugreifen. Die Marke im urbanen Feld wird in ihrer Wirkweise auf vier Ebenen untersucht: Körper, Objekt, Raum und Metropole. Es wird analysiert, wie digitale Marken eine ganz eigene Körperpolitik betreiben. Darauf aufbauend wird ihr mögliches Verhältnis zu durch die digitale Medienkultur permanent vernetzten Objekten untersucht. Im Folgenden wird in den Blick genommen, welche unterschiedlichen Grundkonzepte von Raum sich durch diese neuen Prozesse der digitalen Markenverräumlichung ergeben. Und es wird schließlich betrachtet, auf welche Weise die digital vernetzte Marke dabei auch auf übersingulärer Ebene urban wirkt, also im Sinne der Netzwerkbildung zwischen unterschiedlichen Metropolen produktiv sich niederschlägt.

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© Springer Fachmedien Wiesbaden GmbH 2018

Authors and Affiliations

  1. 1.Department of Corporate CommunicationsQuadriga University of Applied SciencesBerlinDeutschland

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