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Werbung als Verhaltensvorbild für Mitarbeiter

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Behavioral Branding

Zusammenfassung

Seit der Kampagne „FedEx. Whatever it takes.“ gilt das Logistikunternehmen FedEx als Trendsetter in Sachen Werbung. Mit der Kampagne ist es FedEx gelungen, seine tendenziell „farblose“ Dienstleistung emotional aufzuladen und für den Kunden greifbar zu machen. Zudem konnte die Bekanntheit der Marke gesteigert werden. FedEx schaffte noch im Erscheinungsjahr der Kampagne erstmals den Sprung in das Interbrand-Ranking der einhundert wertvollsten Marken der Welt (vgl. Interbrand 2001).

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Authors
  1. Sven Henkel
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  2. Torsten Tomczak
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  3. Wolfgang Jenewein
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Editor information

Torsten Tomczak Franz-Rudolf Esch Joachim Kernstock Andreas Herrmann

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Henkel, S., Tomczak, T., Jenewein, W. (2012). Werbung als Verhaltensvorbild für Mitarbeiter. In: Tomczak, T., Esch, FR., Kernstock, J., Herrmann, A. (eds) Behavioral Branding. Gabler Verlag. https://doi.org/10.1007/978-3-8349-7134-0_23

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