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Hiphop-DNA-Analyse und erfolgreiches Management von Hiphop-Marken

In: Hiphop-Marketing

Author

Listed:
  • Ismail Boulaghmal

    (Clubkind Marketing)

  • Jonas Polfuß

    (IU Internationale Hochschule)

Abstract

Zusammenfassung Nicht jede Marke kann und muss eine Hiphop-Brand sein. Dennoch positionieren sich aktuell immer mehr Marken in der Nähe der Hiphop-Kultur. Hierbei sollten Unternehmen überprüfen, ob ihre Strukturen und Werte sich überhaupt dafür anbieten. Auch für Kooperationen mit anderen Marken gilt es zu klären, wie sich deren Hiphop-Konzept gestaltet. Dieses Kapitel stellt einen Hiphop-DNA-Analyseansatz für Marken vor und unterscheidet darauf aufbauend drei Formen von Hiphop-Brands im deutschsprachigen Raum. Darüber hinaus wird ein praktischer Leitfaden bereitgestellt, mit dem sich etablierte und neue Unternehmen im Einklang mit der Hiphop-Kultur aufstellen und ausrichten können.

Suggested Citation

  • Ismail Boulaghmal & Jonas Polfuß, 2023. "Hiphop-DNA-Analyse und erfolgreiches Management von Hiphop-Marken," Springer Books, in: Hiphop-Marketing, chapter 0, pages 213-240, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40578-6_8
    DOI: 10.1007/978-3-658-40578-6_8
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