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

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Zusammenfassung

Bei Portfolio-Werbung werden die Produktmarken eines Unternehmens gemeinsam mit der Dachmarke kommuniziert, um gezielt positive Imageübertragungen auszuschöpfen. Das Kapitel analysiert die Chancen und Gefahren dieses Ansatzes und stellt die wesentlichen Schritte auf dem Weg zu einer erfolgreicher Portfolio-Werbung dar.

„Corporate brands will be the only successful area of new brand building in the future (…) as technology increasingly functions as the great leveler, consumers increasingly depend much less on their evaluation of a single product.“ (Stephen King, J.Walter Thompson, UK)

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Authors and Affiliations

  1. University of Reading, Reading, UK

    Dr. Christian Boris Brunner

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  1. Dr. Christian Boris Brunner
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Correspondence to Christian Boris Brunner .

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Editors and Affiliations

  1. EBS Universität für Wirtschaft und Recht, Wiesbaden, Germany

    Franz-Rudolf Esch

  2. Universität St. Gallen, St. Gallen, Switzerland

    Torsten Tomczak

  3. Kompetenzzentrum für Markenführung St. Gallen (KMSG), St. Gallen, Switzerland

    Joachim Kernstock

  4. Bergische Universität Wuppertal, Wuppertal, Germany

    Tobias Langner

  5. BWL-Handel / Marketing, Duale Hochschule Baden-Württemberg Mosbach, Mosbach, Germany

    Jörn Redler

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Brunner, C. (2014). Portfolio-Werbung: Durch die Kommunikation der Markenarchitektur die Corporate Brand stärken und verknüpfen. In: Esch, FR., Tomczak, T., Kernstock, J., Langner, T., Redler, J. (eds) Corporate Brand Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-8349-3862-6_26

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  • DOI: https://doi.org/10.1007/978-3-8349-3862-6_26

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