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Markenfhrung fr Unternehmen mit Purpose
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Dieses essential gibt einen fundierten berblick ber das Thema Brand Purpose und beschreibt den Wandel des Markenbegriffs von statischen Konstrukten zu dynamischen, partizipativen kosystemen. Im Zentrum stehen dabei der Brand Purpose sowie die Relevanz und Positionierung der Marke fr eine langfristige, tiefere Bindung an den Konsumenten. Anhand von Fallstudien zeigen die Autorinnen, wie Unternehmen Ideale und Werte mit der eigenen Marken verbinden und stellen abschlieend das Business Canvas Model vor, mit dem Grnder und Marketers Schritt fr Schritt den eigenen Brand Purpose entwickeln und umsetzen knnen.
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