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Grundlagen digitaler Markenführung

In: Digitale Markenführung

Author

Listed:
  • Karsten Kilian

    (Hochschule Würzburg-Schweinfurt)

  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

Zusammenfassung Die Welt wird digitaler, die Markenführung wird es auch. Der deutlich gestiegene Anteil digital geprägter Marken an den wertvollsten Marken der Welt macht deutlich, welchen Stellenwert die Digitalisierung mittlerweile erreicht hat. Zugleich wird ersichtlich, dass die Markenführung wichtig bleibt, vielleicht sogar wichtiger ist als früher, weil die unendlichen Weiten des Internets z. B. den Kundenwunsch nach Orientierung weiter steigern. Profilierte Marken sind deshalb bedeutsamer als jemals zuvor – und sie werden digitaler.

Suggested Citation

  • Karsten Kilian & Ralf T. Kreutzer, 2022. "Grundlagen digitaler Markenführung," Springer Books, in: Digitale Markenführung, chapter 1, pages 3-21, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34351-4_1
    DOI: 10.1007/978-3-658-34351-4_1
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