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Kontextabhängige Konzeptualisierung der Markenpersönlichkeit pp 1–7Cite as

Bedeutung der Markenpersönlichkeit

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Die Markierung von Produkten ist ein entscheidender Erfolgsfaktor, welcher seit der Erfindung der Schrift zur Differenzierung genutzt wird. So finden sich bereits auf summerischen Bildschrifttafeln, minoischen Siegeln sowie ägyptischen, griechischen und römischen Tonkrügen Angaben zum Hersteller als Herkunftsnachweis. Seither haben sich jedoch Verständnis und Zweck der Markierung aufgrund geänderter Rahmenbedingungen vom bloßen Vorgang der Eigentums-bzw. Herkunftskennzeichnung zu einem umfassenden Markenmanagement gewandelt.1

1 Vgl. Bauer/Huber (1997), S. 2; Meffert/Burmann (2002b).

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(2008). Bedeutung der Markenpersönlichkeit. In: Kontextabhängige Konzeptualisierung der Markenpersönlichkeit. Gabler. https://doi.org/10.1007/978-3-8349-9987-0_1

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