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Verankerung von Markenwerten im Produktdesign

Author

Listed:
  • Jan R. Landwehr

    (Universität St. Gallen)

  • Rupert Stadler

    (Audi AG)

  • Andreas Herrmann

    (Universität St. Gallen)

  • Daniel Wentzel

    (Universität St. Gallen)

  • Christian Labonte

    (Audi AG)

Abstract

Zusammenfassung Viele Unternehmen zielen darauf ab, ihre Produkte zu Marken zu entwickeln. Hierzu kommen Markenwerte ins Spiel, die Erzeugnissen eine Persönlichkeit verleihen. Obgleich die Diskussion um die Markenbildung bei vielen Unternehmen fortgeschritten ist, liegen bislang kaum Erkenntnisse vor, wie sich Produkte im Einklang mit Markenwerten gestalten lassen. Dieser Aufsatz zeigt einen Ansatz zur Verankerung von Markenwerten im Produktdesign. Durch Morphing (Bildmittelung) und Warping (Bildverzerrung) von Produktbildern lassen sich jene Designelemente erkennen, an denen Kunden bestimmte Markenwerte festmachen bzw. erleben. Eine empirische Untersuchung im Automobilmarkt verdeutlicht die Leistungsfähigkeit dieser Vorgehensweise. Mit diesem Ansatz eröffnet sich die Möglichkeit für eine markenorientierte Gestaltung von Produkten. Damit lassen sich Produkte durch die Modifikation einzelner Designelemente gezielt zu Botschaftern der Markenwerte entwickeln. Im Sinne einer integrierten Vermittlung der Markenwerte können insbesondere die Kommunikations- und die Produktpolitik besser miteinander verzahnt werden.

Suggested Citation

  • Jan R. Landwehr & Rupert Stadler & Andreas Herrmann & Daniel Wentzel & Christian Labonte, 2011. "Verankerung von Markenwerten im Produktdesign," Schmalenbach Journal of Business Research, Springer, vol. 63(2), pages 189-212, March.
    • Handle: RePEc:spr:sjobre:v:63:y:2011:i:2:d:10.1007_bf03372847
    DOI: 10.1007/BF03372847
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    References listed on IDEAS

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