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Insights, Positionierung, Marke: Fallstricke für die Markenführung

In: Context-Marketing

Author

Listed:
  • Uwe H. Lebok

    (K&A BrandResearch AG)

Abstract

Zusammenfassung Die Markenführung ist alles andere als frei von Moden und Trends. Die richtige Positionierung im digitalen Zeitalter der Zuvielfalt zu finden, die am Ende zu nachhaltiger Markenverbundenheit führt, wird schwieriger, und klassische Marktforschung oder Marketingtheorien sind nur bedingt Garantien für späteren Markterfolg. Doch wenn wir heute wissen, dass Marken vor allem Wahrnehmung lenken sollen, dann ist Markenmanagement nichts anderes als das Management von Wahrnehmung. Was „eigentlich“ ganz einfach wäre, wenn sich Marken auf wenige relevante Codes beschränkten, die im jeweiligen Kontext überlegene Zielgruppenresonanz auslösten. Damit die Marke zur intuitiv richtigen Wahl wird. Und diese Position konsequent selbstähnlich erhält.

Suggested Citation

  • Uwe H. Lebok, 2021. "Insights, Positionierung, Marke: Fallstricke für die Markenführung," Springer Books, in: Ralph Ohnemus & Uwe H. Lebok & Florian Klaus (ed.), Context-Marketing, chapter 0, pages 11-64, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34291-3_3
    DOI: 10.1007/978-3-658-34291-3_3
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