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2. Kundenzentrierung im Markenmanagement

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Authors
Elke Theobald
Mirjam Jentschke
Published in
Kundenzentriertes Markenmanagement
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Ausgangslage für ein kundenzentriertes Markenmanagement ist die Kenntnis des Kunden (Consumer Insights und Persona-Ansatz) sowie der Customer Experience Journey (CEJ). Die CEJ beschreibt die Phasen, die ein Kunde im Kaufentscheidungsprozess durchläuft. Kernaufgabe des Markenmanagements ist es, die Kundenbedürfnisse und die relevanten Touchpoints (Kundenkontaktpunkte) in den unterschiedlichen Phasen der CEJ zu kennen, Maßnahmen zu definieren und diese kontinuierlich zu optimieren. Aufgrund der wachsenden Zahl möglicher Touchpoints, gewinnt die Klassifizierung und Priorisierung von Touchpoints an Bedeutung. Schlüsselmomente innerhalb der CEJ, bei denen sich Kunden für oder gegen eine Marke entscheiden (Moment of Truth), sind bei der Definition von Markenmaßnahmen besonders wichtig.

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previous chapter Herausforderungen des kundenzentrierten Markenmanagements
next chapter Implikationen für klassische Steuerungsansätze des Markenmanagements
Title
Kundenzentrierung im Markenmanagement
Authors
Elke Theobald
Mirjam Jentschke
Copyright Year
2020
Book
Kundenzentriertes Markenmanagement

Print ISBN: 978-3-658-28021-5

Electronic ISBN: 978-3-658-28022-2

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-28022-2_2
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