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1. Claims und Slogans in der Markenführung

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Authors
Matthias Johannes Bauer
Dirk Jestaedt
Published in
Claims und Slogans als Instrumente der strategischen Markenführung
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Marken bilden im Kopf der Konsumenten das zentrale Vorstellungsbild (Image) über Unternehmen, deren Produkte und Dienstleistungen (Lies 2015, S. 124). Die einzelnen Gestaltungsparameter werden üblicherweise als „Markenelemente“ (Englisch: Brand elements) bezeichnet; Baumgarth (2014, S. 261–272) bevorzugt den Begriff „Brandingelemente“, während Meffert et al. (2013) lieber von „Markenleistungselementen“ sprechen. Zu diesen Markenelementen gehören unter vielem anderem insbesondere Parameter wie Markennamen und Wort-/Bildmarken, Logos und Claims beziehungsweise Slogans (Kilian 2010).

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next chapter Rechtliche Aspekte des Schutzes von Claims
Title
Claims und Slogans in der Markenführung
Authors
Matthias Johannes Bauer
Dirk Jestaedt
Copyright Year
2020
Book
Claims und Slogans als Instrumente der strategischen Markenführung

Print ISBN: 978-3-658-30050-0

Electronic ISBN: 978-3-658-30051-7

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-30051-7_1
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