Stellenwert und Gegenstand des Markenmanagement

Meffert, Heribert; Burmann, Christoph; Koers, Martin

doi:10.1007/978-3-322-92976-1_1

Cited by 63 publications

(11 citation statements)

References 7 publications

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“…Brands as cognitive entities unfold their eff ect in the consumer's mind (cf. Keller, 1998;Kotler & Pfoertsch, 2006;Meff ert et al, 2002). In order to unfold their eff ect, brands have to be integrated into the mental lexicon ("dictionary of mind") of the consumer -form their connections in the lexicon -and have to achieve a very unique position in it (Kapferer, 2008;Kastens, 2008).…”

Section: Brand Associationsmentioning

confidence: 99%

“…Since the end of the 20 th century, research on brands and branding has been increasingly in the focus of marketing research. Research has highlighted the benefi ts of brands in several contexts: for consumers they assure a certain quality, reduce risk and search costs, convey prestige, or show group affi liation (Gordon & Yoshida, 2016;Keller, 2013;Meff ert, Burmann & Koers, 2002). For companies they enable segmentation, justify higher prices, help to gain market share, and facilitate a unique brand experience and consumer-brand relationship (Gordon & Yoshida, 2016;Keller, 2013;Meff ert et al, 2002).…”

Section: Introductionmentioning

confidence: 99%

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Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer

Kovács

2019

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Purpose-The purpose of this paper is to show how the analysis of brand associations can help to elaborate the cognitive position of a brand. The paper compares brand associations of Hungarian consumers in two product categories, automobiles and alcoholic drinks, in two datasets. Design/Methodology/Approach-To obtain a detailed picture of a brand's position in the mind of consumers, free brand associations to 10 alcohol and 13 automotive brands were collected, the associations were categorized, and their frequency and distribution analyzed. K-means clustering was used to identify similarities. Associations within and across product categories are compared, and shifts in associative structures are described. Findings and implications-The paper shows that associative structures diff er across product categories. The two datasets (collected in 2011-2012 and 2015-2016) highlight that brand associations and thus a brand's image change over time and that change is not only due to marketing communication-rather, media news and personal experiences also lead to change. Results confi rm that positive and negative associations are likely to be connected to each brand; however, Fetscherin and Sažetak Svrha-Svrha je rada pokazati kako analiza asocijacija na marku može pomoći pri kognitivnom pozicioniranju marke. U radu se uspoređuju asocijacije na marku mađarskih potrošača u dvjema kategorijama proizvoda, automobila i alkoholnih pića,i to u dva skupa podataka. Metodološki pristup-Za dobivanje detaljne slike pozicija maraka u svijesti potrošača prikupljene su slobodne, nevezane asocijacije za 10 maraka alkoholnih pića i 13 maraka automobila. One su kategorizirane te su analizirane frekvencija i distribucija. Za utvrđivanje sličnosti korištena je K-mean klasterska analiza. Asocijacije su uspoređene unutar i između kategorija proizvoda te su opisani pomaci unutar struktura asocijacija. Rezultati i implikacije-Rad pokazuje da se strukture asocijacija razlikuju po kategorijama proizvoda. Dva skupa podataka (prikupljena u razdobljima od 2011. do 2012. i od 2015. do 2016.) pokazuju da se asocijacije na marku, a time i imidž marke, mijenjaju tijekom vremena, a to se ne događa samo zbog marketinške komunikacije-vijesti iz medija i osobno iskustvo također dovode do promjena. Rezultati pokazuju da su pozitivne i negativne asocijacije vjerojatno povezane sa svakom markom. No Fetscherinova i Henrichova (2014) matrica samo je djelomično dokazana asocijacijama. Može se zaključiti

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Section: Brand Associationsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer

Kovács

2019

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“…Significance of design and its value proposition for business and thus economy has been the research focus of strategic management (Kotler, Rath 1984;Borja de Mozota 1998;Raulik et al 2008;Cooper, Press 1995;Dumas, Mintzberg 1989;Walsh et al 1992;, marketing and branding (Murphy 1990;Meier-Kortwig 1997;Meffert, Burmann 2002;Giersch 2008;Esch 2012) architecture and design methods (Asimov 1962;Archer 1965;Simon 1969;Jones 1970;Guruz, Scherer 2014), engineering (Lawson 1980;Rowe 1987;Cross 1986;March, Smith 1995;Hevner et al 2004;Cuneo et al 2014), organisational and entrepreneurship (Lorenz 1986;Bruce et al 1999;Kretzschmar 2003;von Stamm 2004;Grzecznowska 2005;Acklin 2013; Design EntrepreneurSHIP project 2014) and innovation related studies (Dickson et al 1995;Cawood 1997;Cox 2005;Theter 2006;Chiva, Alegre 2009;Verganti 2006;Brown 2008;Koostra et al 2009; EU Commission Staff Working Document 2009 and 2013; Rampino 2008;Bitard, Basset 2014;Rezk et. al.…”

Section: Design As a Resource Capability And Innovation Enabler In Imentioning

confidence: 99%

Design for Product and Service Innovation in Industry 4.0 and Emerging Smart Society

Gerlitz¹

2015

JSSI

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Within the context of the increasing digitalisation and intertwining cyber and physical dimensions connected by Internet, the paper aims at contributing towards understanding and conceptualising extent and scope of design integration for smart production and services and value generation for smart society including enterprises, customers and end-users. Research on design integration within the industry 4.0 or "internet of things" phenomena from strategic management perspective is still marginalised. Concepts from strategic and innovation management as well as open innovation including design and industry 4.0 perceptions are linked to propose a practice-oriented design integration approach for business practices in developing and exploiting new products or services in industry 4.0 context. The paper proposes conceptual approach to design integration and implementation within product or process development processes leading towards valuable innovations on corporate and societal level. It exemplifies how smart digitalisation and new enabling technologies might generate innovations driven by design as a tool and process. Design's role is demonstrated by intertwining dimensions of information, knowledge, technology, communication and society with different players and stakeholders, who share production or service inputs and outputs between different stakeholders in an open, distributed and co-existing way at different spatial and temporal scale.

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“…Die Literatur charakterisiert Markenorientierung als das Weltbild des Managements und eine Ressource des Unternehmens (Urde 1999, Schramm et al 2004, Yakimova/Beverland 2005. Ein zweiter theoretischer Ansatz zur Fundierung der Markenorientierung bildet der Markenidentitätsansatz (Meffert et al 2005 Auf einer konzeptionellen Ebene lassen sich die Ziele und Kennzahlen in Markt-und Finanzziele unterscheiden. Ein zweiter theoretischer Ansatz zur Fundierung der Markenorientierung bildet der Markenidentitätsansatz (Meffert et al 2005 Auf einer konzeptionellen Ebene lassen sich die Ziele und Kennzahlen in Markt-und Finanzziele unterscheiden.…”

Section: Kunden- Und Markenorientierung Als Zwei Strategische Orientiunclassified

Kunden- oder Markenorientierung – Zwei Seiten einer Medaille oder alternative Routen?

Baumgarth

Merrilees

Urde

2011

Mark Rev St. Gallen

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Stellenwert und Gegenstand des Markenmanagement

Cited by 63 publications

References 7 publications

Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer

Insights from Brand Associations: Alcohol Brands and Automotive Brands in the Mind of the Consumer

Design for Product and Service Innovation in Industry 4.0 and Emerging Smart Society

Kunden- oder Markenorientierung – Zwei Seiten einer Medaille oder alternative Routen?

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