Zusammenfassung
Angesichts disruptiver Technologien entstehen neue Geschäftsmodelle. Dies hat Auswirkungen auf die Markenpolitik sowie die Bedeutung von Marken und deren Markenwert. Netzwerke und damit verbundene Marketingtheorien wie die Service Dominant Logic (SDL) werden zum zentralen Bezugsrahmen moderner Markenpolitik. Durch das innovative von der SDL abgeleitete Konzept „Vernetztes Branding“ wird deutlich, dass Marken nicht allein durch Unternehmen geschaffen werden, sondern Markenbedeutung letztendlich das Resultat des Engagements vieler Akteure in einem Service-Ökosystem ist. Die Kunst im zukünftigen Markenmanagement besteht darin, dieses Engagement so zu fördern, dass die Markenbedeutung durch kollaborative Prozesse gestärkt werden kann.
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Woratschek, H., Fehrer, J.A., Brodie, R.J., Benson-Rea, M., Medlin, C.J. (2019). Vernetztes Branding: Ein Konzept zur Markenpolitik aus der Perspektive der Service Dominant Logic. In: Esch, FR. (eds) Handbuch Markenführung. Springer Reference Wirtschaft . Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13342-9_5
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