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Context Thinking als Schlüssel zu Menschen und Marken

In: Context-Marketing

Author

Listed:
  • Ralph Ohnemus

    (K&A BrandResearch AG)

  • Uwe H. Lebok

    (K&A BrandResearch AG)

  • Florian Klaus

    (K&A BrandResearch AG)

Abstract

Zusammenfassung Kontexte beeinflussen unsere Alltagsentscheidungen viel stärker als Markeninhalte. In Kontexten als Marke überhaupt erinnert zu werden, ist viel essenzieller, als möglichst viel über eine Marke zu wissen. Für eine erfolgreiche Markenführung liefert Context Thinking die entscheidenden Zugänge in den Lebensalltag künftiger Konsumenten und ist ein Kontrollinstrument dafür, ob Marketingstrategien aufgehen und sich Marken bei Menschen mentale Kontextvorteile in Entscheidungssituationen verschaffen können.

Suggested Citation

  • Ralph Ohnemus & Uwe H. Lebok & Florian Klaus, 2021. "Context Thinking als Schlüssel zu Menschen und Marken," Springer Books, in: Ralph Ohnemus & Uwe H. Lebok & Florian Klaus (ed.), Context-Marketing, chapter 0, pages 157-183, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34291-3_11
    DOI: 10.1007/978-3-658-34291-3_11
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