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Marken im Social Web
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Mit dem Bedeutungsgewinn der neuen Medien hat die Bedeutung von Austauschprozessen zwischen Konsumenten fr das Marketing und die Markenwissenschaft stark zugenommen. Wissen um die Inhalte der Dialoge und Diskurse im sozialen Netz ist inzwischen essentiell fr das Markenmanagement. Im Rahmen dieser Studie wurde ein Verfahren entwickelt, mit dem die zentralen Inhalte von auf Marken bezogenen Kommunikationsakten von Konsumenten analysiert und in Form von grafischen Bildern (Brand Cultural Maps) abgebildet werden knnen. Hierzu wurden erstmalig Prinzipien der Diskursanalyse auf Marken angewandt, so dass die limitierte Reichweite von Social Media Monitorings deutlich bertroffen werden konnte.
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