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...

Die vorliegende Studie beschäftigt sich mit den Faktoren, welche die Loyalität gegenüber Qualitätszeitungen und Boulevardzeitungen beeinflussen. Das Ziel ist es, herauszufinden, ob es Unterschiede bezüglich der Loyalität gegenüber den beiden Zeitungskategorien gibt. Abgeleitet von der...

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...

The following article deals with the question whether brands are able to successfully transfer their mission statement on the consumer perception due to their products. This topic will be analysed by means of the new brand concept of the German tabloid BILD. For determining the brand awareness...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

The digitalization of the every-day life also affects buying habits of customers. Changes that take place regarding these habits result in an increasing number of e-commerce retailers. Online-shops in the business-to-consumer field are especially successful with apparel and electronic products....

The Cannes Lions festival is one of the most important international indicators for professionals in the creative communications industry. Throughout the past few years there are a rising number of submissions and award winners coming from emerging and developing countries. This fact is...

Dieser Aufsatz analysiert den Zusammenhang von Internal Branding und dem Einsatz von Social Software in Unternehmen. Das Ziel ist zu klären, ob Wikis dazu beitragen können, dass sich Mitarbeiter aktiv zur Marke bekennen oder ob sie diese gar gefährden. Zunächst werden zwei Modelle für...

Bei vielen Aktivitäten und Maßnahmen, die von Unternehmen unternommen werden, ist der Nachweis von Sinn und Nutzen eine zentrale Herausforderung. Der Creating Shared Value-Ansatz von Michael Porter und Mark Kramer stellt in dieser Hinsicht keine Ausnahme dar: Die Erfolgsmessung der...