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Brand Gender und Equity durch Markendesign

In: Brand Gender als Markenpersönlichkeit

Author

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  • Theo Lieven

    (Universität St. Gallen)

Abstract

Zusammenfassung Verschiedene Forscher (Walsh, Winterich und Mittal 2010, 2011) haben Komponenten des Markendesigns definiert, die zur Identifizierung und Unterscheidung von Marken verwendet werden. Dies sind der Name der Marke, die Form des Logos, die Schriftart und die Farbe. In Marketingstudien haben Elemente des Markendesigns die Kundenwahrnehmung des „Markencharakters“ (Batra, Lehmann und Singh 1993) und die menschlichen Persönlichkeitsmerkmale, die Verbraucher mit einer Marke assoziieren, stark beeinflusst (J. L. Aaker 1997). Aaker‘s Markenpersönlichkeit umfasst fünf Dimensionen: Aufrichtigkeit, Erregung/Spannung, Kompetenz, Kultiviertheit und Robustheit (J. L. Aaker 1997/2019) sowie Femininität und Maskulinität (Grohmann 2009).

Suggested Citation

  • Theo Lieven, 2023. "Brand Gender und Equity durch Markendesign," Springer Books, in: Brand Gender als Markenpersönlichkeit, chapter 0, pages 91-128, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-33126-8_5
    DOI: 10.1007/978-3-031-33126-8_5
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