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Relevanz der SDGs für die Umsetzung einer auf Nachhaltigkeit basierenden Markenpositionierung: Das Beispiel der Weleda AG

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  • Maloney, Philip
  • Feddersen, Christian
  • Jakob, Tobias

Abstract

Nachhaltigkeit wird für die Kaufentscheidungen von Nachfragern zunehmend wichtiger. Parallel dazu stellen Unternehmen die eigenen Beiträge zur Nachhaltigkeit stärker in den Vordergrund. Für manche Unternehmen bildet die Nachhaltigkeit dabei den Kern der Markenpositionierung. Bei diesen Unternehmen ist es besonders entscheidend, dass die Marke sich authentisch, also nachhaltig, verhält. Markenauthentizität wird erreicht, wenn die Positionierung glaubwürdig aus der Markenidentität abgeleitet ist und die Marke konsistent gegenüber internen und externen Anspruchsgruppen auftritt. Dieser Beitrag betrachtet am Beispiel der Marke Weleda die Relevanz der SDGs der Vereinten Nationen als Orientierungsgrößen für die authentische Umsetzung einer nachhaltigen Markenpositionierung im Markenverhalten.

Suggested Citation

  • Maloney, Philip & Feddersen, Christian & Jakob, Tobias, 2022. "Relevanz der SDGs für die Umsetzung einer auf Nachhaltigkeit basierenden Markenpositionierung: Das Beispiel der Weleda AG," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 7(01/2022), pages 7-20.
    • Handle: RePEc:zbw:afmpwm:266162
    DOI: 10.15459/95451.52
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    References listed on IDEAS

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