Kommunikation komplexer Markenarchitekturen: Eine Analyse am Beispiel der Marketingkommunikation von Schweizer Tourismusdestinationen
作者： Dorothea Schaffner , Michael Boenigk , Urs Wagenseil
DOI: 10.1007/978-3-531-91683-5_23
关键词:
摘要: The term brand architecture describes the organising structure of a portfolio and specifies nature relationships between brands (Aaker/Joachimsthaler 2000). tourism destination communicates relationship individual local (e.g. St. Moritz), region Engadin) nation Switzerland). For example, glamorous Moritz activates different associations when communicated on its own as compared to being part Swiss Alps. influences their perception by target groups. Notwithstanding importance, communication architectures in context management has not yet been analysed systematically. Therefore, following basic research questions apply: 1 How is destinations practise? 2 What are challenges for communicating destinations?
springer.com
sci-hub.st 参考文章(11)
Manfred Kirchgeorg, Aufbau und Gestaltung von Regionenmarken Gabler Verlag. pp. 375- 400 ,(2002) , 10.1007/978-3-322-92976-1_16
Franz-Rudolf Esch, Sören Bräutigam, Thorsten Möll, Eva Nentwich, Gestaltung komplexer Markenarchitekturen Gabler Verlag, Wiesbaden. pp. 747- 769 ,(2004) , 10.1007/978-3-663-01557-4_31
Erich Joachimsthaler, Markus Pfeiffer, Strategie und Architektur von Markenportfolios Gabler Verlag, Wiesbaden. pp. 723- 746 ,(2004) , 10.1007/978-3-663-01557-4_30
Christoph Burmann, Marting Koers, Heribert Meffert, Markenmanagement : identitätsorientierte Markenführung und praktische Umsetzung ; mit Best-practice-Fallstudien Gabler. ,(2005)
Philip Kotler, Marketing management: analysis. planning. implementation and control ,(2000)
Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity ,(1997)
Jochen Becker, Typen von Markenstrategien Gabler Verlag, Wiesbaden. pp. 637- 675 ,(2004) , 10.1007/978-3-663-01557-4_27
Paul Hopper, Marketing London in a difficult climate Journal of Vacation Marketing. ,vol. 9, pp. 81- 88 ,(2003) , 10.1177/135676670200900106
David A Aaker, Erich Joachimsthaler, The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge California Management Review. ,vol. 42, pp. 8- 23 ,(2000) , 10.1177/000812560004200401
Marcus Schögel, Torsten Tomczak, Eva Ludwig, Markenmanagement für Dienstleistungen Thexis. ,(1998)