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Integration der digitalen Markenführung in die klassische Markenführung

In: Digitale Markenführung

Author

Listed:
  • Karsten Kilian

    (Hochschule Würzburg-Schweinfurt)

  • Ralf T. Kreutzer

    (Hochschule für Wirtschaft und Recht)

Abstract

Zusammenfassung Die weitreichenden Veränderungen der Rahmenbedingungen durch die Digitalisierung der Wirtschaft machen es erforderlich, die klassische Markenführung und die digitale Markenführung stärker zu integrieren. Hierzu gilt es, die vier Ks der Markenführung zu verstehen, die Langfristorientierung der Markenführung zu verinnerlichen, die Markencharakterisierung vorzunehmen und die vier Stufen des BEST-Ansatzes der integrierten Markenführung zu vervollständigen. Mit dem Würzburger Marken-Management-Modell wird abschließend ein umfassender Markenführungsansatz präsentiert, der die tägliche Markenarbeit wesentlich erleichtert.

Suggested Citation

  • Karsten Kilian & Ralf T. Kreutzer, 2022. "Integration der digitalen Markenführung in die klassische Markenführung," Springer Books, in: Digitale Markenführung, chapter 3, pages 77-125, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34351-4_3
    DOI: 10.1007/978-3-658-34351-4_3
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