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Steuern die Markenmanager oder die Konsumenten die Marke?

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Social Branding

Zusammenfassung

Marken sind primäre Quellen des Unternehmenswerts. Der Markenwert bestimmt in hohen Teilen den Unternehmenswert und ist damit einer der entscheidendsten Unternehmenswerttreiber. Die Sicherung und Steigerung des Markenwerts stellt daher ein langfristiges strategisches Anliegen der Unternehmen dar, das durch die Markenführung sicherstellt werden muss. Die Führung von Marken ist daher von kritischer Bedeutung für Unternehmen (vgl. [40]). Gleichzeitig ist die Führung der Marke unsicher wie selten zuvor. Das Internet und Veränderungen in der Informationstechnologie stärken die Position des Konsumenten und erhöhen die Möglichkeiten der Konsumenten zur Informationsbeschaffung und zum Informationsaustausch. Durch erweiterte Möglichkeiten der Informationsbeschaffung und des Informationsaustauschs erhöhen Konsumenten ihr Wissen über diverse Themen wie auch über Produkte und Marken. Die Entwicklung und Nutzung sozialer Netzwerke wie Facebook oder Twitter führt zu einem zunehmenden Austausch über Informationen und Marken.

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Brexendorf, T., Henkel, S. (2012). Steuern die Markenmanager oder die Konsumenten die Marke?. In: Schulten, M., Mertens, A., Horx, A. (eds) Social Branding. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-3755-1_2

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  • DOI: https://doi.org/10.1007/978-3-8349-3755-1_2

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