Skip to main content
SpringerLink
Log in

Portfolio-Werbung: Durch die Kommunikation der Markenarchitektur die Corporate Brand stärken und verknüpfen

  • Chapter
  • First Online:
Corporate Brand Management

  • 20k Accesses

Zusammenfassung

Portfolio-Werbung meint die gemeinsame Darstellung einer Dachmarke zusammen mit ihrem Markenportfolio in der werblichen Kommunikation. Vor allem durch das Zeigen bekannter und starker Produktmarken soll es zu Imagetransfers von den Produktmarken auf die Dachmarke kommen. Ebenso können neue Produktmarken durch Portfolio-Werbung kommunikativ positiv aufgeladen werden. In diesem Beitrag werden die positiven Image-Transferwirkungen sowie die Gefahren aufgezeigt und praktische Implikationen für Portfolio-Werbung gegeben.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 69.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 89.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Literatur

  • Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challeng. California Management Review, 42(4), 8–23.

    Google Scholar 

  • Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27–41.

    Article  Google Scholar 

  • Balmer, J. M. T., & Gray, E. R. (2003). Corporate brands: what are they? What of them. European Journal of Marketing, 37(7/8), 972–997.

    Google Scholar 

  • Baumol, W., & Ide, E. A. (1956). Variety in retailing. Management Science, 3(1), 93–101.

    Article  Google Scholar 

  • Berger, J., Draganska, M., & Simonson, I. (2007). The influence of product variety on brand perception and choice. Marketing Science, 26(4), 460–472.

    Article  Google Scholar 

  • Berens, G., van Riel, C. B. M., & van Bruggen, G. H. (2005). Corporate associations and consumer product responses: The moderating role of corporate brand dominance. Journal of Marketing, 69(3), 35–48.

    Google Scholar 

  • Bottomley, P. A., & Doyle, J. R. (1996). The formation of attitudes towards brand extensions: Testing and generalising Aaker and Keller’s model. International Journal of Research in Marketing, 13(4), 365–377.

    Article  Google Scholar 

  • Bottomley, P. A., & Holden, S. J. S. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38, 494–500.

    Article  Google Scholar 

  • Boush, D. M., & Loken, B. (1991). A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16–28.

    Article  Google Scholar 

  • Boush, D., Shipp, S., Loken, B., Gencturk, E., Crockett, S., Kennedy, E., Minshall, E., Misurell, D., Rochford, L., & Strobel, J. (1987). Affect generalization to similar and dissimiliar brand extensions. Psychology & Marketing, 4(3), 225–237.

    Article  Google Scholar 

  • Brady, D. (2012). Corporate Naming: Mondelēz Ditches Kraft’s Name; Others Dump the Accent, Bloomberg Businessweek, 1 October 2012. http://www.businessweek.com/articles/2012-10-01/mondel-z-splits-from-kraft-with-a-symbol-that-goes-missing.

  • Bräutigam, S. (2004). Management von Markenarchitekturen: Ein verhaltenswissenschaftliches Modell zur Analyse und Gestaltung von Markenportfolios, Dissertation am Lehrstuhl für Marketing an der Justus-Liebig-Universität Gießen.

    Google Scholar 

  • Brunner, C. B. (2010). Alle für Einen, einer für Alle. Markenartikel, 2010(11), 88–91.

    Google Scholar 

  • Brunner, C. B. (2013). Portfolio-Werbung als Technik des Impression Management: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen (2. Aufl.). Wiesbaden: Gabler.

    Book  Google Scholar 

  • Brunner, C. B. (2014). Measuring consumers’ brand knowledge towards corporate and product brands in different product categories. Working Paper, University of Reading: Department of Food Economics and Marketing, United Kingdom.

    Google Scholar 

  • Brunner, C. B. & Baum, M. (2019). The impact of brand portfolios on organizational attractiveness (in Vorbereitung).

    Google Scholar 

  • Brunner, C. B., & Esch, F.-R. (2010). Der Einfluss des Markenportfolios auf die Dachmarke durch Portfolio-Werbung: Eine Untersuchung zur gegenseitigen Stärkung von Dachmarke und Produktmarken in komplexen Markenarchitekturen. Marketing ZFP, 2010(3), 144–161.

    Google Scholar 

  • Carlston, D. E., & Skowronski, J. J. (1994). Savings in the relearning of trait information as evidence for spontaneous inference generation. Journal of Personality and Social Psychology, 66(5), 840–856.

    Article  Google Scholar 

  • Chernev, A. (2003a). Product assortment and individual decision process. Journal of Personality and Social Psychology, 85(1), 51–162.

    Article  Google Scholar 

  • Chernev, A. (2003b). When more is less and less is more: The role of ideal point availability and assortment in consumer choice. Journal of Consumer Research, 30(2), 170–183.

    Article  Google Scholar 

  • Chernev, A. (2006). Decision focus and consumer choice among assortments. Journal of Consumer Research, 33(1), 50–59.

    Article  Google Scholar 

  • Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31(2), 229–242.

    Article  Google Scholar 

  • Einwiller, S., Wänke, M., Herrmann, A., & Samochowiec, J. (2006). Attributional processes in the case of product failures: The role of the corporate brand as buffer. Advances in Consumer Research, 33(1), 270–271.

    Google Scholar 

  • Erickson, M. A., & Kruschke, J. K. (1998). Rules and exemplars in category learning. Journal of Experimental Psychology: General, 127(2), 107–140.

    Article  Google Scholar 

  • Esch, F.-R., Brunner, C. B., Gawlowski, D., & Goertz, S. (2010). Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken: Eine empirische Untersuchung. Transfer – Werbeforschung & Praxis, 2, 6–30.

    Google Scholar 

  • Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73(3), 421–435.

    Article  Google Scholar 

  • Fiske, S. T., & Taylor, S. E. (2008). Social cognition: From brains to culture. New York: McGraw-Hill.

    Google Scholar 

  • Goertz, S. (2007). Portfolio-Werbung – Eine Technik zur Stärkung von Dachmarken. Wiesbaden: Gabler.

    Google Scholar 

  • Iyengar, S. S., & Lepper, M. R. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79(6), 995–1006.

    Article  Google Scholar 

  • Keller, K. L., & Aaker, D. A. (1992). The effects of sequential introduction of brand extensions. Journal of Marketing Research, 29(2), 35–50.

    Article  Google Scholar 

  • Kroeber-Riel, W., & Esch, F.-R. (2011). Strategie und Technik der Werbung – Verhaltenswissenschaftliche Ansätze (7. Aufl.). Stuttgart: Kohlhammer.

    Google Scholar 

  • Laforet, S. (2015). Managing brand portfolios: audit of leading grocery supplier brands 2004 to 2012. Journal of Strategic Marketing, 23(1), 72–89.

    Article  Google Scholar 

  • Lane, V. R. (2000). The impact of ad repetition and ad content on consumer perceptions of incongruent extensions. Journal of Marketing, 64(2), 80–91.

    Article  Google Scholar 

  • Lei, J., Dawar, N., & Lemmink, J. (2008). Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects. Journal of Marketing, 72(3), 111–123.

    Google Scholar 

  • Lien, N. (2001). Elaboration likelihood model in consumer research: A review. Proceedings of the National Science Council, 11(4), 301–310.

    Google Scholar 

  • Loken, B., & Roedder John, R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact? Journal of Marketing, 57(3), 71–84.

    Article  Google Scholar 

  • Lynch, J. G. (2006). Accessibility-diagnosticity and the multiple pathway anchoring and adjustment. Journal of Consumer Research, 33(1), 25–27.

    Article  Google Scholar 

  • Lynch, J. G., Marmorstein, H., & Weigold, M. F. (1988). Choices from sets including remembered brands: Use of recalled attributes and prior overall evaluations. Journal of Consumer Research, 15(2), 169–184.

    Article  Google Scholar 

  • Mao, H., & Krishnan, H. S. (2006). Effects of prototype and exemplar fit on brand extension evaluations: A two-process contingency model. Journal of Consumer Research, 33, 41–49.

    Article  Google Scholar 

  • Marcus, H. & Zajonc, R. B. (1985). The cognitive perspective in social psychology. In G. Lindzey & E. Aronson (Hrsg.), Handbook of social psychology (3. Aufl., S. 137–230). New York: Random House.

    Google Scholar 

  • Medin, D. L., Ross, B. H., & Markman, A. B. (2005). Cognitve psychology (4. Aufl.), Fourth Worth: Hartcourt College Publisher.

    Google Scholar 

  • Mervis, C. B., & Rosch, E. (1981). Categorization of natural objects. Annual Review of Psychology, 32, 89–115.

    Article  Google Scholar 

  • Petty, R. E., & Cacioppo, J. T. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10, 134–148.

    Article  Google Scholar 

  • Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. New York: Springer.

    Google Scholar 

  • Redler, J. E. (2003). Management von Markenallianzen: Eine Analyse unter besonderer Berücksichtigung der Urteilsbildung. Berlin: Logos.

    Google Scholar 

  • Rosch, E. (1978). Principles of Categorization. In E. Rosch & B. B. Lloyd (Hrsg.), Cognition and categorization (S. 27–48). Hillsdale: Erlbaum.

    Google Scholar 

  • Rosch, E., & Mervis, C. B. (1975). Family resemblances: Studies in the internal structure of categories. Cognitive Psychology, 7(4), 573–605.

    Article  Google Scholar 

  • Rossiter, J. R., & Bellman, S. (2005). Marketing communications: Theory and applications. Frenchs Forest NSW: Pearson.

    Google Scholar 

  • Rumelhart, D. (1980). On evaluating story grammars. Cognitive Science: A Multidisciplinary Journal of Artificail Intelligence, Psychology, and Language, 4(3), 313–316.

    Article  Google Scholar 

  • Schwarz, N., & Bless, H. (1992). Constructing reality and its alternatives: An inclusion/exclusion model of assimilation and contrast effects in social judgment. In L. L. Martin & A. Tesser (Hrsg.), The construction of social judgments (S. 217–245). Hillsdale: Erlbaum.

    Google Scholar 

  • Schobelt, F. (2012). Der erste Spot: Procter & Gamble sagt weltweit “Danke, Mama”. werben und verkaufen, 18.04.2012. http://www.wuv.de/marketing/der_erste_spot_procter_gamble_sagt_weltweit_danke_mama. Zugegriffen: 29. Dez. 2012.

  • Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the Spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42.

    Article  Google Scholar 

  • Wänke, M. (1998). Markenmanagement als Kategorisierungsproblem. Zeitschrift für Sozialpsychologie, 29(2), 117–123.

    Google Scholar 

  • Wänke, M., & Greifeneder, R. (2007). Mehr ist mehr? Die psychologische Wirkung von Angebotsvielfalt und Markenbreite. In A. Florack, M. Scarabis, & E. Primosch (Hrsg.), Psychologie der Markenführung (1. Aufl., S. 149–158). München: Vahlen.

    Google Scholar 

  • Wänke, M., Bless, H., & Schwarz, N. (1998). Context effects in product line extensions: Context is not destiny. Journal of Consumer Psychology, 7(4), 299–322.

    Article  Google Scholar 

  • Wänke, M., Bless, N., & Schwarz, N. (1999). Assimilation and contrast in brand and product evaluations: Implications for marketing. Advances in Consumer Research, 26, 95–98.

    Google Scholar 

  • Wänke, M., Bless, H., & Igou, E. R. (2001). Next to a star: Paling, shining, or both? Turning interexemplar contrast into interexemplar asssimilation. Personality and Social Psychology Bulletin, 27(1), 14–29.

    Article  Google Scholar 

  • Waldmann, M. R. (2008). Kategorisierung und Wissenserwerb. In J. Müsseler (Hrsg.), Allgemeine Psychologie (S. 376–427). Heidelberg: Spektrum Akademischer.

    Google Scholar 

  • Winter, L., & Uleman, J. S. (1984). When are social judgments made? Evidence for the spontaneousness of trait inferences. Journal of Personality and Social Psychology, 47(2), 237–252.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. einzigNaht, Hamburg, Deutschland

    Christian Boris Brunner

  2. EBS Universität für Wirtschaft und Recht, Wiesbaden, Deutschland

    Franz-Rudolf Esch

Authors
  1. Christian Boris Brunner
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Franz-Rudolf Esch
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Christian Boris Brunner .

Editor information

Editors and Affiliations

  1. Wiesbaden, Germany

    Franz-Rudolf Esch

  2. St. Gallen, Switzerland

    Torsten Tomczak

  3. St. Gallen, Switzerland

    Joachim Kernstock

  4. Wuppertal, Germany

    Tobias Langner

  5. Mainz, Germany

    Jörn Redler

Rights and permissions

Reprints and permissions

Copyright information

© 2019 Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Brunner, C.B., Esch, FR. (2019). Portfolio-Werbung: Durch die Kommunikation der Markenarchitektur die Corporate Brand stärken und verknüpfen. In: Esch, FR., Tomczak, T., Kernstock, J., Langner, T., Redler, J. (eds) Corporate Brand Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-24900-7_29

Download citation

  • DOI: https://doi.org/10.1007/978-3-658-24900-7_29

  • Published:

  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-24899-4

  • Online ISBN: 978-3-658-24900-7

  • eBook Packages: Business and Economics (German Language)

Publish with us

Policies and ethics

Search

Navigation