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Kontexte als Resonanzboden zukunftssicherer Marken

In: Context-Marketing

Author

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  • Florian Klaus

    (K&A BrandResearch AG)

Abstract

Zusammenfassung Wenn die Umwälzung unseres täglichen Alltags das Konstrukt Marke in Gefahr zu bringen scheint – was gilt es dann für Markenverantwortliche zu tun? Eine radikale Umorientierung des Blickfeldes weg von der Selbstbespiegelung der Marke hin zum ungeschminkten Alltag der Menschen ist notwendig. Menschen reagieren auf Umgebungsvariablen, die sich als Kontexte zusammenfassen lassen. Wer Kontextverständnis entwickelt und Kontextstrategien umsetzt, erreicht Menschen mit seiner Marke unmittelbarer.

Suggested Citation

  • Florian Klaus, 2021. "Kontexte als Resonanzboden zukunftssicherer Marken," Springer Books, in: Ralph Ohnemus & Uwe H. Lebok & Florian Klaus (ed.), Context-Marketing, chapter 0, pages 97-100, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-34291-3_7
    DOI: 10.1007/978-3-658-34291-3_7
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