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Markenmanagement: Die sechs Grundsätze grüner Markenführung

In: Grüne Markenführung

Author

Listed:
  • Oliver Errichiello

    (Büro für Markenentwicklung)

  • Arnd Zschiesche

    (Büro für Markenentwicklung)

Abstract

Zusammenfassung Nachdem die Methodik und der Einsatz des Erfolgsprofils der Marke verdeutlicht, die Struktur und die Wirkweise des Phänomens Marke hergeleitet und die Entwicklung der „grünen Wirtschaft“ veranschaulicht wurde, lassen sich Grundregeln für die Führung grüner Marken ableiten. In diesem Kapitel werden die „Sechs Gesetze grüner Markenführung“ für den Einsatz im Tagesgeschäft zusammengefasst. Auf diese Weise liegen konkrete Parameter vor, um zu prüfen, ob eine Marke tendenziell ihre Markenkraft stärkt oder entlädt.

Suggested Citation

  • Oliver Errichiello & Arnd Zschiesche, 2021. "Markenmanagement: Die sechs Grundsätze grüner Markenführung," Springer Books, in: Grüne Markenführung, edition 2, chapter 0, pages 171-181, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33542-7_5
    DOI: 10.1007/978-3-658-33542-7_5
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