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Globale Markenführung und Kommunikation

In: Globale Marketingstrategien

Author

Listed:
  • Bodo B. Schlegelmilch

    (WU – Wirtschaftsuniversität Wien)

Abstract

Zusammenfassung Branding ist das zentrale Element jeder Unternehmenskommunikation. Doch was macht Marken wertvoll, was ist eine globale Marke und warum gibt es immer noch so viele lokale Marken? Dieses Kapitel geht diesen und weiteren Fragen nach. Zunächst werden grundlegende Aspekte des Brandings betrachtet, wie Markenwert, Markenarchitektur, Markenidentität, Markenimage und Markenresonanz. Anschließend werden verschiedene zentrale Aspekte globaler Marken diskutiert und einige der Herausforderungen hervorgehoben, denen sich Unternehmen bei der Globalisierung ihrer Marken stellen müssen. Abschließend werden die wichtigsten digitalen und traditionellen Kommunikationsinstrumente vorgestellt, die Unternehmen zur Verfügung stehen, und die Herausforderungen ihrer globalen Nutzung erörtert.

Suggested Citation

  • Bodo B. Schlegelmilch, 2026. "Globale Markenführung und Kommunikation," Springer Books, in: Globale Marketingstrategien, chapter 0, pages 279-318, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-13252-9_10
    DOI: 10.1007/978-3-032-13252-9_10
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