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Markenführung für Unternehmen mit Purpose

Markenführung für Unternehmen mit Purpose

Regine Heimers / Yonca Limon-Calisan

22,33 €
IVA incluido
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Editorial:
Springer Nature B.V.
Año de edición:
2024
Materia
Ventas y marketing
ISBN:
9783658459215
22,33 €
IVA incluido
Disponible

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Sobre IBD

Dieses essential gibt einen fundierten Überblick über das Thema Brand Purpose und beschreibt den Wandel des Markenbegriffs von statischen Konstrukten zu dynamischen, partizipativen Ökosystemen. Im Zentrum stehen dabei der Brand Purpose sowie die Relevanz und Positionierung der Marke für 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 abschließend das Business Canvas Model vor, mit dem Gründer und Marketers Schritt für Schritt den eigenen Brand Purpose entwickeln und umsetzen können.

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