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Branding oder kein Branding – Eine Einführung in das B2B-Branding

In: Praxishandbuch B2B-Marketing

Author

Listed:
  • Kirsten Juliet Ives

    (moodley brand identity GmbH)

  • Vera Müllner

Abstract

Zusammenfassung Lead-Generierung, Marketing-Automatisierung, Performance-Marketing oder Content-KI sind nur einige der jüngsten Entwicklungen, die das Gesicht des B2B-Marketings neu geprägt haben. Vielleicht sogar so weit, dass konventionelle Elemente wie Branding obsolet geworden sind? Branding war schon immer ein heikles Thema im B2B-Umfeld. Ursprünglich aus der B2C-Welt stammend, hat die Bedeutung von Marken für B2B-Unternehmen nie denselben Status erreicht. Sobald ein Logo und einige damit verbundene Richtlinien erstellt wurden, gilt die Aufgabe des Branding in der Regel als erledigt. Es zeigt deutlich, dass selbst die heutigen B2B-Unternehmen immer noch dazu neigen, die weitreichende Macht, die erfolgreiche Marken auf das Unternehmen ausüben können, zu unterschätzen.

Suggested Citation

  • Kirsten Juliet Ives & Vera Müllner, 2021. "Branding oder kein Branding – Eine Einführung in das B2B-Branding," Springer Books, in: Uwe Seebacher (ed.), Praxishandbuch B2B-Marketing, pages 221-246, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-31651-8_8
    DOI: 10.1007/978-3-658-31651-8_8
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