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Sensory Branding: Grundlagen Multisensualer Markenführung
Paperback
Business GeneralManagementMarketing
ISBN13: 9783658298296
Publisher: Springer Gabler
Published: Mar 13 2020
Pages: 312
Weight: 0.90
Height: 0.71 Width: 5.83 Depth: 8.27
Language: German
Paul Steiner untersucht die marketingspezifische Relevanz des menschlichen Sinnessystems und die verschiedenen Facetten multisensualen Brandings. Der Autor liefert dazu Grundlagen der Markenführung und wichtige Ansatzpunkte zur multisensualen Gestaltung von Marken, um so Konsumenten langfristig und mit allen fünf Sinnen an eine Marke zu binden und damit Markeninhalte tiefgreifend zu verankern. Dies wird durch konkrete Beispiele z.B. der Marken Singapore Airlines und Swarovski illustriert. Die 3. Auflage wurde um eine neue Fallstudie zum Siemens Sound Branding ergänzt. Das fünfte Kapitel Markenrecht wurde aufgrund des seit 2019 gültigen Markenrechtsmodernisierungsgesetzes vollständig überarbeitet. 15 Interviews mit renommierten Experten aus Wissenschaft und Praxis runden das Buch ab.
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