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Markenstrategischer Fit im Influencer Marketing: Die Marke im Spannungsfeld zwischen Kontinuität und Freiheit

In: Influencer Marketing

Author

Listed:
  • Annette Bruce

    (Creative Advantage GmbH)

  • Christoph Jeromin

    (Creative Advantage GmbH)

Abstract

Zusammenfassung Marken und somit Markenverantwortliche stehen heute in einem Spannungsfeld zwischen der Kontinuitätsfunktion markenstrategischer Instrumente, wie der Markenpositionierung und den dynamischen, veränderungsintensiven Märkten. Das Influencer-Marketing ist als ein neuer Kommunikationskanal für Marken Teil dieser Veränderungen, der sich in sehr kurzer Zeit als relevante Vermarktungsmöglichkeit etabliert hat und in den signifikante Budgets von Marken fließen. Die Beteiligung grundsätzlich unabhängiger Persönlichkeiten in Form von Influencern an der Markenkommunikation stellt Unternehmensentscheider vor die Herausforderung, die Ziele der Marke mit den Freiheits- und Authentizitätsaspekten des Influencer-Marketings zu vereinbaren. Wie dies gelingen kann, zeigt dieser Beitrag anhand eines konkreten Lösungsansatzes auf.

Suggested Citation

  • Annette Bruce & Christoph Jeromin, 2021. "Markenstrategischer Fit im Influencer Marketing: Die Marke im Spannungsfeld zwischen Kontinuität und Freiheit," Springer Books, in: Marlis Jahnke (ed.), Influencer Marketing, edition 2, chapter 0, pages 61-74, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-31892-5_3
    DOI: 10.1007/978-3-658-31892-5_3
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