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Innengerichtetes Markenmanagement in der Gastronomie: Über die Wechselwirkungen zwischen Marke und Personal

In: Brand Leadership im Tourismus

Author

Listed:
  • Stefan Nungesser

    (FH Kärnten – Carinthia University of Applied Sciences)

  • Christiane Boden

    (emovate hospitality management)

Abstract

Zusammenfassung Dieser Beitrag thematisiert die Bedeutung von klarer Profilierung für Gastronomiebetriebe. Dazu ist es notwendig, nach innen wie nach außen zu wirken. Nach innen geht es darum, eine unverwechselbare Markenidentität zu entwickeln, was die Basis für markenkonformes Verhalten und vor allem für die Identifikation der Mitarbeitenden mit dem Unternehmen ist. Dadurch kann langfristig auch eine Wirkung nach außen erzielt werden, um die Arbeitgeberattraktivität zu steigern. Die beiden beschriebenen Beispiele der Soulkitchen Group und der Gustoso Gruppe verdeutlichen die positiven personalpolitischen Auswirkungen der Markenidentität in der Gastronomie.

Suggested Citation

  • Stefan Nungesser & Christiane Boden, 2025. "Innengerichtetes Markenmanagement in der Gastronomie: Über die Wechselwirkungen zwischen Marke und Personal," Springer Books, in: Marco A. Gardini (ed.), Brand Leadership im Tourismus, edition 2, pages 371-395, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-45540-8_17
    DOI: 10.1007/978-3-658-45540-8_17
    as

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