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Einleitung

In: Sound Branding

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  • Paul Steiner

Abstract

Zusammenfassung Marken nehmen für Unternehmen und deren Anspruchsgruppen (Konsumenten, Mitarbeiter, Aktionäre etc.) eine bedeutende Stellung ein. So übernehmen Marken, die „als ein in der Psyche des Konsumenten verankertes, unverwechselbares Vorstellungsbild von einem Produkt oder einer Dienstleistung“ verstanden werden können, eine Identifikationsfunktion und Differenzierungsfunktion für Konsumenten und ermöglichen ihnen Orientierung in der Vielfalt der Angebote und schaffen Vertrauen. Eine erfolgreich geführte Marke realisiert nicht nur eine höhere Loyalität und Bindung der Zielgruppen, sondern bietet darüber hinaus eine Plattform für die Erschließung neuer Märkte.

Suggested Citation

  • Paul Steiner, 2025. "Einleitung," Springer Books, in: Sound Branding, edition 4, chapter 0, pages 1-16, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49592-3_1
    DOI: 10.1007/978-3-658-49592-3_1
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