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Symbole als Instrumente der Markenfhrung

Symbole als Instrumente der Markenfhrung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834939869
Condition
New
Product Description

Symbole sind elementare Bestandteile der Markenfhrung. Sie dienen dem Aufbau eines gemeinsamen Selbstverstndnisses der internen Zielgruppen einer Marke sowie der Vermittlung des Nutzenversprechens und der Persnlichkeit der Marke an externe Zielgruppen. Andreas Mller analysiert das Management von klassischen Marken und Stdtemarken als symbolvermittelte Prozesse. Er zeigt, wie im Rahmen der Fhrung von Stdtemarken Symbole als Trger des lokalen Wir-Gefhls sowie als konkret erfahrbare Beweise kommunaler Leistungsfhigkeit eine zentrale Rolle spielen.

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