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Markenbildung im digitalen Zeitalter – Alles neu, nichts anders?

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Author
Michaela Jausen
Published in
Marke und digitale Medien
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

Nach Michaela Jausen resultieren aus der Digitalisierung fundamentale Veränderungen für Marken. Marken müssen heute flexibler agieren, Konsumenten und ihre Bedürfnisse „ernster nehmen“ und mehr Aufwand betreiben, um relevante Markenerlebnisse zu schaffen. Hiermit geht für sie eine Entwicklung weg von der Botschaftsorientierung hin zur Markenhaltung einher. Als Weg zu einer übergeordneten und flexiblen Haltung von Marken schlägt sie die Orientierung an Prinzipien des agilen Prozessmanagements vor, um die Entwicklung von flexiblen Markenökosystemen zu ermöglichen.

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previous chapter Good Times for a Change – Markenführung an der Schwelle zum Transformationszeitalter
next chapter Die neue Sehnsucht nach dem Analogen – Retrotrends im digitalen Zeitalter
Title
Markenbildung im digitalen Zeitalter – Alles neu, nichts anders?
Author
Michaela Jausen
Copyright Year
2020
Book
Marke und digitale Medien

Print ISBN: 978-3-658-27907-3

Electronic ISBN: 978-3-658-27908-0

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-27908-0_10
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