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KI-basiertes Brand-Value-Management

In: Praxishandbuch Digitales Management

Author

Listed:
  • Jörg Forthmann

    (IMWF Institut für Management- und Wirtschaftsforschung)

  • Arne Westermann

    (International School of Management (ISM))

Abstract

Zusammenfassung Der Brand Value ist die zentrale Steuerungsgröße für Marketing und Kommunikation. Denn er liefert einen harten Fakt dazu, wie hoch der Mehrwert von Marketing und Kommunikation in Euro ist. Bislang wurde für die Brand-Value-Ermittlung vorzugsweise die Marktforschung genutzt, die allerdings verhältnismäßig aufwändig und teuer ist, sodass Brand Values nur selten ermittelt werden. Was man allerdings nur selten misst, kann man schlecht managen. Hier liefert die künstliche Intelligenz neue Möglichkeiten, um den Brand Value neartime zu erheben und ihn tatsächlich für das Brand-Value-Management nutzen zu können.

Suggested Citation

  • Jörg Forthmann & Arne Westermann, 2026. "KI-basiertes Brand-Value-Management," Springer Books, in: Stefan Detscher & Michael Hepp (ed.), Praxishandbuch Digitales Management, pages 409-427, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-49614-2_78
    DOI: 10.1007/978-3-658-49614-2_78
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