This article examines the archetypal brand positioning in the deodorant industry for men in Germany. It is based on the hypotheses that brand positioning follows archetypal principles and that the brands address either very similar or very different archetypes. A new positioning model is...

Which contribution can archetypal motives in commercials perform regarding a successful customer approach? Basing on the hypothesis that archetypes can contribute to the success of a brand personality, the relevance of archetypes for brand management is demonstrated. Then four successful...

Which contribution can archetypal motives in commercials perform regarding a successful customer approach? Basing on the hypothesis that archetypes can contribute to the success of a brand personality, the relevance of archetypes for brand management is demonstrated. Then four successful...

This article examines the archetypal brand positioning in the deodorant industry for men in Germany. It is based on the hypotheses that brand positioning follows archetypal principles and that the brands address either very similar or very different archetypes. A new positioning model is...

This article analyses the alteration of the archetypal hero image in current advertising. Based on the thesis that the archetype hero is still used in marketing today, selected advertising campaigns of the brands Hornbach and Duplo of the last 5 years are analysed. With the help of a criteria...

This article analyses the alteration of the archetypal hero image in current advertising. Based on the thesis that the archetype hero is still used in marketing today, selected advertising campaigns of the brands Hornbach and Duplo of the last 5 years are analysed. With the help of a criteria...

Gibt es eine gesellschaftliche Verantwortung von Unternehmen? Dieses Buch verwirft die Meinung der Mainstream-Ökonomie, die Verantwortung bezöge sich alleine auf Profit und Wachstum. Es bezieht vielmehr klar Position für einen umfassenden Begriff von Wert-Schöpfung, der Schaffung von Werten,...

Das vorliegende Buch ist das leidenschaftliche Plädoyer für die moralische Orientierung der Ökonomie, die heute immer notwendiger zu werden scheint. Es geht aus von der aristotelischen Forderung an ökonomisches Handeln, ein gutes Leben zu ermöglichen. Die dadurch erzeugte enge Verbindung...