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Handbuch Marketing-Controlling pp 293–312Cite as

Brand Purchase Funnel

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Zusammenfassung

Der Brand (Purchase) Funnel ist in Wissenschaft und Praxis ein etabliertes Instrument des Markencontrollings. Dessen konzeptioneller Nutzen basiert auf der ganzheitlichen Bewertung des Kaufverhaltens von Konsumenten entlang mehrerer stilisierter Stufen des Entscheidungsprozesses. Darauf aufbauend ist für jede Stufe eine aggregierte, konkurrenzbezogene Messung der Marken-Performance möglich, welche die Grundlage eines regelmäßigen Markenaudits bilden kann.

Es stellt sich jedoch, insbesondere vor dem Hintergrund von Veränderungen im Konsumentenverhalten (z. B. Erfahrungsaustausch über Social Media Plattformen, Markensuche auf Online-Vergleichsportalen), die Frage, inwiefern das traditionelle Instrument weiterhin anwendbar ist. Im Anschluss an die Vorstellung des Modells und eine Diskussion seiner Limitationen, verfolgt dieser Beitrag das Ziel, konkrete Ansätze für eine differenziertere, praktisch relevante Anwendung des Funnels zu erarbeiten. Hierzu wird, auf Basis etablierter Theorien sowie voriger Ansätze zur Erweiterung des Modells, der Frage nachgegangen, welche Anforderungen („Propositionen“) eine nuanciertere Struktur des traditionellen Brand Funnels erfüllen sollte.

The brand funnel is alive and kicking but what it consists of and how it is analysed must be considered in a different light.

(Gesellschaft für Konsumforschung 2013, S. 2)

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  1. Universität Bremen, Bremen, Deutschland

    Christoph Burmann & Tanja Fink

  2. Universität Bremen, Bremen, Deutschland

    Alexander Dierks

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  1. Christoph Burmann
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Correspondence to Christoph Burmann .

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    Christopher Zerres

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Burmann, C., Dierks, A., Fink, T. (2017). Brand Purchase Funnel. In: Zerres, C. (eds) Handbuch Marketing-Controlling. Springer Gabler, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-50406-2_15

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