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Bewertung und Gestaltung von Marken

In: Handbuch Strategisches Management

Author

Listed:
  • Hajo Riesenbeck
  • Jesko Perrey

Abstract

Zusammenfassung Konsumenten verbinden mit erfolgreichen Marken unverwechselbare positive Eigenschaften — Vertrauen und Wertschätzung schlagen sich in der Kaufentscheidung nieder. Die Folge sind eine erhöhte Kauf- und Zahlungsbereitschaft für Marken- gegenüber Nichtmarkenprodukten und -dienstleistungen. Die Kapitalmärkte honorieren diese Vorteile: McKinsey hat den Zusammenhang von Markenstärke und Total Return to Shareholder (TRS) anhand von über 50 Marken untersucht. Das Ergebnis ist eindeutig: Im Vergleich zum Marktdurchschnitt erzielten Unternehmen mit starken Marken einen um 2,6 Prozentpunkte höheren TRS. Bei Unternehmen mit profilschwächeren Marken lag der TRS dagegen 6,9 Prozentpunkte unter dem Durchschnitt.1

Suggested Citation

  • Hajo Riesenbeck & Jesko Perrey, 2005. "Bewertung und Gestaltung von Marken," Springer Books, in: Harald Hungenberg & Jürgen Meffert (ed.), Handbuch Strategisches Management, edition 2, pages 893-916, Springer.
    • Handle: RePEc:spr:sprchp:978-3-322-90750-9_49
    DOI: 10.1007/978-3-322-90750-9_49
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