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Markenführungsprozess und Marken-Design

In: Brand Evolution

Author

Listed:
  • Richard Linxweiler

    (Hochschule Pforzheim)

  • Brigitte Gaiser

    (Hochschule Pforzheim)

  • Konrad Zerr

    (Hochschule Pforzheim)

  • Julia Jähnert

    (Hochschule Pforzheim)

Abstract

Zusammenfassung Markenführung kann aus systemtheoretischer Sicht in eine strukturelle Komponente, wie z. B. die Grundkonzeptionen der Marke, und den organisatorischen sowie anspruchsgruppenbezogenen Rahmen auf der einen Seite und in eine prozessuale Markenführung andererseits klassifiziert werden. Der vorliegende Beitrag legt seinen Fokus auf die Prozesskomponente der Markenführung, insbesondere auf die relevanten Aspekte des Marken-Design im Kontext der Digitalisierung, und geht auf die sich daraus ergebenden Folgerungen für die künftigen Anforderungen und Regeln für das Marken-Design ein.

Suggested Citation

  • Richard Linxweiler & Brigitte Gaiser & Konrad Zerr & Julia Jähnert, 2022. "Markenführungsprozess und Marken-Design," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 51-74, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_3
    DOI: 10.1007/978-3-658-35916-4_3
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