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Alles für die Marke? Produktdesign im Konflikt zwischen einer markenkonformen und einer eigenständigen Produktliniengestaltung

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Zusammenfassung

Eine starke Marke ist in vielen Märkten unerlässlich, um das von den Kunden gewünschte Nutzenversprechen zu erfüllen. Überall dort, wo die physikalischchemisch-technische Beschaffenheit eines Erzeugnisses für die Differenzierung im Markt nicht mehr ausreicht und emotional-ästhetische Leistungsdimensionen zählen, kommt es auf eine starke Marke an. Insofern sind Unternehmen bemüht, insbesondere das Design von Produkten so zu gestalten, dass alle Erzeugnisse auf die Marke einzahlen. Bei einem als vergleichbar erlebten Leistungsspektrum und technischen Unterschieden, die von den Kunden gar nicht mehr wahrgenommen werden können, tritt die Schwierigkeit auf, die Preisdifferenz zwischen den Produkten der Linien zu rechtfertigen. Hinzu kommt, dass bei einem nahezu identischen Auftritt keine prägnante Positionierung der Produktlinien möglich ist, Kannibalisierungseffekte zwischen ihnen auftreten und man unscharfe und unklare Nutzenbotschaften an die verschiedenen Segmente aussendet. Man halte sich beispielsweise die Frontansichten von Fahrzeugen einer Marke vor Augen; nur wenige Kunden sind in der Lage, die Baureihen voneinander zu unterscheiden. In diesem Aufsatz wird gezeigt, an welchen Designfacetten eine Differenzierung der Produktlinien möglich ist, ohne das gemeinsame Markenbild zu gefährden.

Summary

While traditionally the strength of a brand is supposed to increase with the similarity shared by different product lines, problems may arise if brand-characteristics overwhelm at the first sight. Exemplary for the automobile sector, the authors demonstrate that too much of a similarity causes negative effects on brand preference and attitude towards a product line. Furthermore, this paper suggests two solutions for dealing with this problem. A design vocabulary as well as eliminating visual congruencies at the right spot in a car’s “face” have proven to be helpful remedies for the similarity dilemma.

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Authors and Affiliations

  1. Forschungsstelle für Business Metrics und Audi Lab for Market Research, Universität St. Gallen, Guisanstrasse 1a, CH-9000, St. Gallen, Schweiz

    Andreas Herrmann,  René Befurt &  Mark Heitmann

  2. Audi AG, 85045, Ingolstadt, Deutschland

    Hans Berger (Leiter Markenmanagement)

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  1. Andreas Herrmann
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  2. René Befurt
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  4. Hans Berger
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Correspondence to René Befurt.

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Herrmann, A., Befurt, R., Heitmann, M. et al. Alles für die Marke? Produktdesign im Konflikt zwischen einer markenkonformen und einer eigenständigen Produktliniengestaltung. Schmalenbachs Z betriebswirtsch Forsch 59, 1055–1079 (2007). https://doi.org/10.1007/BF03372788

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