Die Bedeutung von Content-Strategien für die integrierte Markenführung am Beispiel der Deutschen Bank und der Sparkassen. Ein inhaltsanalytischer Vergleich von Bewegtbildern auf den konzern- bzw. verbandsübergreifenden YouTube-Kanälen

This study deals with the importance of content strategies for an integrative, identity-based brand management. Regarding the phenomenon of digitalisation and resulting challenges and opportunities for brands, the paper analyses the practical examples of Deutsche Bank and Sparkassen-Gruppe to determine the modes of action and the communicative potential of content strategies. This is based on an empirical investigation of image content to examine the conceptual and creative implementation of a superordinate strategy considering the individual brand positioning. The focus of this study has been an integrative content analysis of in each case 100 YouTube videos. This method allows for a statistical analysis of theoretical and empirical characteristics to classify image content. These content units contain indicative aspects and structural features of the underlying content strategies. On the one hand, the study indicates differences regarding tonality, topics and design depending on positioning. On the other hand, the analysis reveals structural and conceptual similarities because of parallel, interactive reference points to brand identity elements such as vision, competence and personality. The results show that both content strategies primarily aim for brand image building. By offering relevant informative, utilisable or inspirational content they substantiate and emotionalise their core promise as well as their social standing. This demonstration of media competencies significantly contributes to building trust. Finally, the study emphasises the fundamental importance of content strategies as they support the brand's credibility operationally and strategically as well as strengthen attributes relating to the functional and symbolic brand promises.