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Markenführung, die Brücken baut – Ein Ansatz zur integrierten Markensteuerung

Author

Listed:
  • Krick, Lisa
  • Eberhardt, Dominic
  • Groeneveld, Thiemo

Abstract

Wie nie zuvor müssen Marken in einem Wertepanopticon bestehen und eine gemeinsame Stimme für Corporate, Employer und Sustainable Branding finden. Ein Balanceakt aus Stakeholder- Management und Markenintegrität. Wie kann ein integriertes Strategie-Framework befähigen, Perspektiven zu vereinen, konkrete Ziele zu formulieren und Silos zu überwinden?

Suggested Citation

  • Krick, Lisa & Eberhardt, Dominic & Groeneveld, Thiemo, 2023. "Markenführung, die Brücken baut – Ein Ansatz zur integrierten Markensteuerung," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 40(5), pages 12-19.
    • Handle: RePEc:zbw:hsgmrs:301900
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    References listed on IDEAS

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    1. Thalmus Mahand & Cam Caldwell, 2023. "Quiet Quitting – Causes and Opportunities," Business and Management Research, Business and Management Research, Sciedu Press, vol. 12(1), pages 9-19, July.
    2. Rita Markauskaitė & Aušra Rūtelionė, 2022. "Causes of Consumer Materialistic and Green Value Conflict: A Systematic Literature Review," Sustainability, MDPI, vol. 14(9), pages 1-18, April.
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