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Claims und Slogans als Instrumente der strategischen Markenfhrung
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Claims oder Slogans sind auf das Minimum verkrzte, kondensierte Aussagen ber ihre Marken und damit in sich geschlossene sprachliche Kunstwerke, die sogar lyrischen Charakter haben knnen. Die Autoren zeigen, wie ein passender und zudem origineller und einzigartiger Claim erschaffen werden kann, wie pauschale Wortzusammenstellungen vermieden werden, wie die Qualitt des Claims methodisch und systematisch berprft werden kann und welche markenrechtlichen Aspekte zu bercksichtigen sind.
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