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Gestaltung komplexer Markenarchitekturen · Study

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ChapterGestaltung komplexer Markenarchitekturen

Franz‐Rudolf Esch2004

Chapter2004

Gestaltung komplexer Markenarchitekturen

Franz‐Rudolf Esch · Sören Bräutigam · Thorsten Möll · Eva Nentwich

9 citations·0/0 files stored·Gabler Verlag eBooks

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Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

„Eine Firma hat eine Marke. Zweei Marken sind zwei Firmen [...] Markengesetze sind Naturgesetze“ (Domizlaff 1992, S. 91 f.).

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References

2005The new strategic brand management: creating and sustaining brand equity long term 1951Die Gewinnung des öffentlichen Vertrauens : ein Lehrbuch der Markentechnik 2002Konsumentenverhalten 1998Wirkung integrierter Kommunikation 1999Mehrmarkenstrategien — Ansatzpunkte für das Management von Markenportfolios 2001Analyse und Gestaltung komplexer Markenarchitekturen 1989Alternative Naming Strategies: Family versus Individual Brand Names

Details

Year2004

Typechapter

Published2004-01-01

VenueGabler Verlag eBooks

Languagede

Citations9

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1007/978-3-663-01557-4_31

openalex_workW119281347

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