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Alles für die Marke? Produktdesign im Konflikt zwischen einer markenkonformen und einer eigenständigen Produktliniengestaltung

Author

Listed:
  • Andreas Herrmann

    (Universität St. Gallen)

  • René Befurt

    (Universität St. Gallen)

  • Mark Heitmann

    (Universität St. Gallen)

  • Hans Berger

    (Audi AG)

Abstract

Zusammenfassung Eine starke Marke ist in vielen Märkten unerlässlich, um das von den Kunden gewünschte Nutzenversprechen zu erfüllen. Überall dort, wo die physikalischchemisch-technische Beschaffenheit eines Erzeugnisses für die Differenzierung im Markt nicht mehr ausreicht und emotional-ästhetische Leistungsdimensionen zählen, kommt es auf eine starke Marke an. Insofern sind Unternehmen bemüht, insbesondere das Design von Produkten so zu gestalten, dass alle Erzeugnisse auf die Marke einzahlen. Bei einem als vergleichbar erlebten Leistungsspektrum und technischen Unterschieden, die von den Kunden gar nicht mehr wahrgenommen werden können, tritt die Schwierigkeit auf, die Preisdifferenz zwischen den Produkten der Linien zu rechtfertigen. Hinzu kommt, dass bei einem nahezu identischen Auftritt keine prägnante Positionierung der Produktlinien möglich ist, Kannibalisierungseffekte zwischen ihnen auftreten und man unscharfe und unklare Nutzenbotschaften an die verschiedenen Segmente aussendet. Man halte sich beispielsweise die Frontansichten von Fahrzeugen einer Marke vor Augen; nur wenige Kunden sind in der Lage, die Baureihen voneinander zu unterscheiden. In diesem Aufsatz wird gezeigt, an welchen Designfacetten eine Differenzierung der Produktlinien möglich ist, ohne das gemeinsame Markenbild zu gefährden.

Suggested Citation

  • Andreas Herrmann & René Befurt & Mark Heitmann & Hans Berger, 2007. "Alles für die Marke? Produktdesign im Konflikt zwischen einer markenkonformen und einer eigenständigen Produktliniengestaltung," Schmalenbach Journal of Business Research, Springer, vol. 59(8), pages 1055-1079, December.
    • Handle: RePEc:spr:sjobre:v:59:y:2007:i:8:d:10.1007_bf03372788
    DOI: 10.1007/BF03372788
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    References listed on IDEAS

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    Cited by:

    1. Jan R. Landwehr & Andreas Herrmann & Mark Heitmann, 2009. "To be different or to be average? [Die Attraktivität des Durchschnittsprodukts]," Schmalenbach Journal of Business Research, Springer, vol. 61(3), pages 226-250, May.

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    More about this item

    Keywords

    Brand Preference; Product Lines; Similarity;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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