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Lovemarks: Emotionale Aufladung von Marken

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  • Nufer, Gerd
  • Förster, Oliver

Abstract

Konsumenten haben bei der Produktwahl heutzutage eine riesige Auswahl. Die Produkte werden immer homogener und substituierbarer. Deshalb benötigen Unternehmen Werbemethoden, um Aufmerksamkeit zu generieren und die Kunden langfristig an ihre Marke zu binden. Im vorliegenden Beitrag wird ein Ansatz für Unternehmen beschrieben, der es ermöglicht, sich von der Masse abzuheben und eine langfristige Kunden-Marken-Beziehung aufzubauen: Die Emotionalisierung von Marken, die Entwicklung von Lovemarks. Illustriert durch Beispiele aus der Praxis werden Methoden vorgestellt, wie Unternehmen ihre Marken emotional aufladen und Lovemarks etablieren können. Über die Darstellung der Chancen, die Lovemarks bieten, hinaus werden auch die Grenzen des Lovemarks-Konzepts diskutiert.

Suggested Citation

  • Nufer, Gerd & Förster, Oliver, 2010. "Lovemarks: Emotionale Aufladung von Marken," Reutlingen Working Papers on Marketing & Management 2010-02, Reutlingen University, ESB Business School.
    • Handle: RePEc:zbw:esbwmm:201002
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