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Markenpositionierung mittels Hashtags, Claims und Slogans

In: Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation

Author

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  • Matthias Johannes Bauer

    (IST-Hochschule für Management GmbH)

Abstract

Zusammenfassung Hashtags erzeugen Aufmerksamkeit, sowohl online als auch offline. Deshalb eignen sie sich hervorragend als Branding-Elemente (Markenelemente) und können heute zu den Markenpositionierungsaussagen gezählt werden, zu denen auch Claims und Slogans gehören. Die Funktionsweisen von Hashtags und Claims haben sowohl Gemeinsamkeiten als auch Unterschiede. Für die Kreation von Hashtag-Claims müssen diese in geeigneter Weise übereingebracht werden.

Suggested Citation

  • Matthias Johannes Bauer, 2021. "Markenpositionierung mittels Hashtags, Claims und Slogans," Springer Books, in: Matthias Johannes Bauer & Miriam Goetz (ed.), Der Hashtag als interdisziplinäres Phänomen in Marketing und Kommunikation, pages 49-61, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-32085-0_3
    DOI: 10.1007/978-3-658-32085-0_3
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