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Marken-Audit: Skizze und Erfahrungen mit einem holistischen Markencontrolling

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  • Baumgarth, Carsten

Abstract

Markenführung benötigt ein aussagefähiges Markencontrolling. Dabei ist aber eine Fokussierung auf einzelne KPIs nicht ausreichend, da diese Vorgehensweise den holistischen Charakter der Markenführung vernachlässigt. Der Beitrag skizziert mit dem Marken-Audit einen holistischen Ansatz. Dabei wird neben dem Begriff und den Funktionen auch auf die wichtigsten methodischen Bausteine (Audit-Team, Beurteilungsansatz und Audit-Prozess) eines solchen Marken-Audits eingegangen. Ferner erfolgt die Darstellung diverser Anwendungsgebiete.

Suggested Citation

  • Baumgarth, Carsten, 2016. "Marken-Audit: Skizze und Erfahrungen mit einem holistischen Markencontrolling," PraxisWISSEN Marketing: German Journal of Marketing, AfM – Arbeitsgemeinschaft für Marketing, vol. 1(01/2016), pages 22-34.
    • Handle: RePEc:zbw:afmpwm:261112
    DOI: 10.15459/95451.2
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    References listed on IDEAS

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    1. Urde, Mats & Baumgarth, Carsten & Merrilees, Bill, 2013. "Brand orientation and market orientation — From alternatives to synergy," Journal of Business Research, Elsevier, vol. 66(1), pages 13-20.
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