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Claims, Slogans und Hashtags in der Markenführung – Einführung und Grundlagen

In: Claims, Slogans und Hashtags als Instrumente der strategischen Markenführung

Author

Listed:
  • Matthias Johannes Bauer

    (IST-Hochschule für Management)

  • Dirk Jestaedt

    (Krieger Mes & Graf v. der Groeben)

Abstract

Zusammenfassung Marken bilden im Kopf der Konsumenten das zentrale Vorstellungsbild (Image) über Unternehmen, deren Produkte und Dienstleistungen (Lies 2016, S. 124). Die einzelnen Gestaltungsparameter werden üblicherweise als „Markenelemente“ (Englisch: Brand elements) bezeichnet; Baumgarth (2014, S. 261–272) bevorzugt den Begriff „Brandingelemente“, während Meffert et al. (2013) lieber von „Markenleistungselementen“ sprechen. Zu diesen Markenelementen gehören unter vielem anderem insbesondere Parameter wie Markennamen und Wort-/Bildmarken, Logos und Claims beziehungsweise Slogans (Kilian 2010).

Suggested Citation

  • Matthias Johannes Bauer & Dirk Jestaedt, 2024. "Claims, Slogans und Hashtags in der Markenführung – Einführung und Grundlagen," Springer Books, in: Claims, Slogans und Hashtags als Instrumente der strategischen Markenführung, edition 2, chapter 1, pages 1-12, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-44879-0_1
    DOI: 10.1007/978-3-658-44879-0_1
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