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Jede Woche eine neue Folge.","mic",{"id":430,"name":431,"link":432,"description":433,"icon":350,"children":-1},"cmgq8ownnpwx80jt63ht0ruxg","Artikel","https:\u002F\u002Fomr.com\u002Fde\u002Feducation\u002Farticles","Lies spannende und lehrreiche Artikel unserer Fachredakteur*innen zu Online Marketing und Digital-Business",{"id":435,"slug":436,"name":437,"link":438,"description":439,"promo":102,"children":440},"clpi6xmt13jbu0aujf8rysxgz","podcast","Podcasts","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast-overview\u002F","Podcast Portfolio ",[441,447,452,457],{"id":442,"name":443,"link":444,"description":445,"icon":446,"children":-1},"clpi82dp151i50buu8qkn6nuj","OMR Podcast","https:\u002F\u002Fomr.com\u002Fde\u002Fpodcast\u002F","Der OMR Podcast mit Philipp Westermeyer über Einblicke und Erfolgsgeheimnisse aus Wirtschaft, Tech und alles rund um Digitalisierung.","headphones",{"id":448,"name":449,"link":450,"description":451,"icon":428,"children":-1},"clpi83dyd5enl0aujpk2hoboj","Podstars by OMR","https:\u002F\u002Fwww.podstars.de\u002Fportfolio","Unser Podcast Portfolio im Überblick",{"id":453,"name":454,"link":455,"description":456,"icon":128,"children":-1},"cmlqpsgxe0oxx07uiufduyxa7","Podcast Vermarktung","https:\u002F\u002Fwww.podstars.de\u002Fwerbung","Erreiche deine Zielgruppe mit Podcastwerbung",{"id":458,"name":459,"link":460,"description":461,"icon":462,"children":-1},"cmlqpsgxe0oxw07uikxdk6k6m","Podcast Produktion","https:\u002F\u002Fwww.podstars.de\u002Fproduktion","Produziere deinen Podcast mit Podstars","mic_vocal",{"id":464,"slug":465,"name":466,"link":467,"description":468,"promo":469,"children":480},"clpi6yequ32t40bugvkn6ko21","jobshr","Jobs & HR","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr","News & Insights aus der Welt der Arbeit",{"__typename":110,"id":470,"image":471,"title":474,"subtitle":475,"cta":476},"cmix6l950myyw07tacxq90vty",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":472,"url":473},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmix6cwoimb9h07uqaitmht52","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmix6cwoimb9h07uqaitmht52","Kennst du schon den OMR Jobs & HR Newsletter?","News, Studien, Termine: Wir schreiben auf, was HR und Beschäftigte wissen müssen. Samt Podcast-Sneak-Peek und seriösem Humor. Jede Woche Mittwoch in deinem Postfach.",{"__typename":119,"label":477,"url":478,"target":102,"external":479,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Kostenlos anmelden","https:\u002F\u002Fhi.omr.com\u002Fomrjobs-hr-newsletter?utm_source=website&utm_medium=omr&utm_campaign=newsletter&utm_term=navigation",true,[481,513],{"id":482,"name":483,"link":467,"description":484,"icon":485,"children":486},"clpi6zeyd34sa0bughepauo1x","Für HR-Manager*innen","Dein Hub für Recruiting, Employer Branding & HR-Expertise.","sparkles",[487,491,495,499,503,507,511],{"id":488,"name":489,"link":490},"cmk2dykasxmqj07taen281070","Job inserieren","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fjobs\u002Fnew",{"id":492,"name":493,"link":494},"cmk2dykasxmqh07tazatfxr2y","OMHR 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Jobsuchende","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fjobs","Suchst du nach dem nächsten Schritt für deinen Karriereweg?","search",[520,523,527,531],{"id":521,"name":522,"link":516},"cmk2dykasxmqn07tafioik4it","Jobbörse des Digital-Business",{"id":524,"name":525,"link":526},"cmk2dykasxmqm07tazbox3zl8","Jobmatching","https:\u002F\u002Fomr.com\u002Fde\u002Fjobs-hr\u002Fmatch",{"id":528,"name":529,"link":530},"cmk2dykasxmql07tadop53i6o","Karriere@OMR","https:\u002F\u002Fomr.com\u002Fde\u002Fcareer",{"id":532,"name":533,"link":534},"cmk2dykasxmqk07ta9p6c3olz","OMR Festival Crew supporten","https:\u002F\u002Fwww.omr-crewportal.com\u002Fjobboard",{"id":536,"slug":537,"name":537,"link":538,"description":539,"promo":540,"children":550},"clpi84hak50gz0buquilpk1qs","5050","https:\u002F\u002F5050.omr.com","Für mehr Gleichberechtigung in der Arbeitswelt",{"__typename":110,"id":541,"image":542,"title":545,"subtitle":546,"cta":547},"cmienltjc3ykn07umttacm0bs",{"__typename":42,"title":102,"description":102,"mimeType":275,"originalUrl":543,"url":544},"https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fcmlj75by11ybt06ungk2z4tk9","https:\u002F\u002Feu-central-1.graphassets.com\u002FAsRf3v2DvRQu1XduiUV52z\u002Fquality=value:50\u002Fcmlj75by11ybt06ungk2z4tk9","5050 Newsletter","Der Gründer*innen Pitch für Early Stage-Startups mit paritätisch oder mehrheitlich weiblich besetzten Gründungsteams.",{"__typename":119,"label":548,"url":549,"target":102,"external":102,"type":102,"color":102,"size":102,"trackingId":102,"lucideIcon":102},"Anmelden","https:\u002F\u002F5050.omr.com\u002Fnewsletter",[551,556,560],{"id":552,"name":553,"link":554,"description":555,"icon":485,"children":-1},"cmiegmt14qboj07ui8asetaqf","Events","https:\u002F\u002F5050.omr.com\u002Fevents","Inspiration, Know-How und neue 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zurück.",{"id":578,"slug":579,"name":580,"link":581,"description":582,"promo":102,"children":583},"cm9lf3tmo3o1e07tbc637667m","finance-forward","Finance Forward","https:\u002F\u002Ffinancefwd.com\u002Fde\u002F","News, Analysen und Interviews aus der Finanzwelt",[584,589,594,598,602,607],{"id":585,"name":586,"link":581,"description":587,"icon":588,"children":-1},"cmirjrv0z748r07tavhghipb0","Home","Finance Forward ist das digitale Finanzportal von manager magazin und OMR","house",{"id":590,"name":10,"link":591,"description":592,"icon":593,"children":-1},"cmirjrv0z748q07tax00wlki5","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fabout\u002F","Wer wir sind","users",{"id":595,"name":85,"link":596,"description":597,"icon":428,"children":-1},"cmirjrv0z748p07tay48u8u5t","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fpodcast\u002F","In unserem Podcast sprechen wir mit den wichtigsten Köpfen der Szene",{"id":599,"name":22,"link":600,"description":601,"icon":350,"children":-1},"cmirjrv0z748o07taazu327t2","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fnewsletter\u002F","Wöchentliche Fintech-News in dein Postfach",{"id":603,"name":19,"link":604,"description":605,"icon":606,"children":-1},"cmirjrv0z748n07tat3p8h7fv","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Fkontakt\u002F","Anfragen zu Kooperationen, Sponsoring und Events","message_square",{"id":608,"name":609,"link":610,"description":611,"icon":407,"children":-1},"cmirjrv0y748m07tageylmbnr","FFWD26","https:\u002F\u002Ffinancefwd.com\u002Fde\u002Ffinance-forward-ffwd26\u002F","FFWD auf den OMR26 Bühnen",[],{"glossary":614,"previousGlossary":821,"nextGlossary":825},{"__typename":615,"id":616,"name":617,"description":618,"seoAttributes":815,"slug":820,"topicPageRedirect":102},"Glossary","clje109zq25wa0auiim2ihp06","Brand Management",{"__typename":619,"json":620,"references":814},"GlossaryDescriptionRichText",{"children":621},[622,627,631,635,659,664,668,672,676,680,684,688,735,739,743,747,751,756,760,764,768,772,776,780,784,788,792,796,800,804,808,812],{"type":623,"children":624},"paragraph",[625],{"text":626},"Der Ausdruck „Brand Management“, auf Deutsch „Markenführung“, beschreibt die strategische Organisation einer Marke und betreffenden Produkten am jeweiligen Markt. Genauer geht es um die vorteilhafte Einführung, Positionierung und langfristige Aufstellung jener. Dies wird mithilfe zahlreicher, zum Teil höchst komplexer Methoden über unterschiedliche Kanäle und daraus resultierenden Prozessen realisiert.",{"type":623,"children":628},[629],{"text":630},"Im Mittelpunkt steht die Gestaltung und bestenfalls dauerhafte Beeinflussung der Brand-Experience, zu Deutsch „Markenerfahrung“, im Sinne einer möglichst positiven Wahrnehmung der jeweiligen Marke. Zu berücksichtigen sind dabei idealerweise sämtliche für die jeweilige Zielgruppe wichtigen Marken-Touchpoints.",{"type":623,"children":632},[633],{"text":634},"Heutiges Brand Management erfolgt zu einem großen Teil online. Kein Wunder, denn für signifikant viele (potenzielle) Kunden*innen praktisch aller Branchen und Geschäftsausrichtungen bildet das Web den primären Ausgangspunkt, wenn jene sich auf die Suche nach Lösungen für spezifische Probleme oder Bedürfnisse machen. Unternehmen jeglicher Art sollten demzufolge in ihrem Brand Management dafür sorgen, dass ihre Marke online an allen relevanten Touchpoints möglichst vorteilhaft positioniert ist.",{"type":623,"children":636},[637,639,645,647,651,652,657],{"text":638},"Die Ansätze, um genau das zu erzielen, reichen vom Webdesign über Content-Marketing und Newsletter-Marketing bis hin zu Social-Media-Marketing. Ohne den Einsatz spezieller Programme, wie ",{"href":640,"type":641,"children":642,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcategory\u002Fcontent-recommendation","link",[643],{"text":644},"Content Recommendation Tools",{"text":646},", ",{"href":314,"type":641,"children":648,"openInNewTab":283},[649],{"text":650},"Email Marketing Software",{"text":646},{"href":653,"type":641,"children":654,"openInNewTab":283},"https:\u002F\u002Fomr.com\u002Fde\u002Freviews\u002Fcategory\u002Fsocial-media-suites",[655],{"text":656},"Social Media Suites",{"text":658}," und weiteren, sind ein effizientes Vorgehen und maximale Erfolge kaum zu erreichen.",{"type":660,"children":661},"heading-two",[662],{"text":663},"Warum ist digitales Brand Management so wichtig?",{"type":623,"children":665},[666],{"text":667},"Heute wünschen sich Menschen, die online nach Lösungen für ihre Probleme oder Wünsche suchen, normalerweise in erster Instanz passende und hochwertige Informationen. Demzufolge strotzt das Netz nur so vor mehr oder weniger guten Inhalten. Dahinter stehen im Regelfall Anbieter*innen, die mit ihren Waren oder Dienstleistungen Beitrag zur Bewältigung entsprechender Anliegen leisten möchten. Die Konkurrenz ist in vielen Branchen fraglos enorm.",{"type":623,"children":669},[670],{"text":671},"Somit sind online vermittelte Anhaltspunkte, welche sowohl rationale als auch emotionale Impulse geben, für Unternehmen mittlerweile überaus wichtig, um aus der Masse herauszustechen. Diese Anhaltspunkte laufen in der jeweiligen Marke zusammen. Sie verleiht den so wichtigen Charakter und idealerweise einen starken Wiedererkennungswert.",{"type":623,"children":673},[674],{"text":675},"Das kann jedoch nur dann gewährleistet werden, wenn eine Brand unverwechselbar ist, sprich eine echte Markenidentität hat. Hierbei handelt es sich um ein Kapital, welches durch Brand Management zunächst aufgebaut und dann erhalten bzw. weiterentwickelt werden sollte.",{"type":623,"children":677},[678],{"text":679},"Wird strategisch klug verfahren, ordnen (potenzielle) Kunden*innen einer Marke bestimmte positive Eigenschaften, Attribute und\u002Foder Leistungen zu, welche die vertriebenen Produkte deutlich von vergleichbaren Wettbewerbsangeboten unterscheiden. Somit bieten Marken die nötige Orientierung auf den teils unüberschaubaren Märkten, schaffen Vertrauen und regen im Idealfall sogar zum Kauf an.",{"type":660,"children":681},[682],{"text":683},"Welche konkreten Vorteile kann Brand Management verschaffen?",{"type":623,"children":685},[686],{"text":687},"Ein hinreichendes Brand Management ist heute aufgrund der stetig wachsenden Konkurrenz (im Netz) praktisch unumgänglich – das wurde im letzten Abschnitt bereits verdeutlicht. Mit der Annahme dieser Notwendigkeit und dem Vollzug entsprechender Maßnahmen gehen viele Vorteile einher, die kein Unternehmen außer Acht lassen sollte. Einige der ganz zentralen sind:",{"type":689,"children":690},"bulleted-list",[691,699,705,711,717,723,729],{"type":692,"children":693},"list-item",[694],{"type":695,"children":696},"list-item-child",[697],{"text":698},"Loyale Kunden*innen: Starke Marken binden Käufer*innen, da mit ihnen bestenfalls zahlreiche positive Assoziationen verbunden sind. Bestenfalls identifizieren jene sich mit einer Brand, was das Entstehen langfristiger Geschäftsbeziehungen und sehr wirkungsvoller kunden*innen-seitiger Weiterempfehlungen begünstigt.",{"type":692,"children":700},[701],{"type":695,"children":702},[703],{"text":704},"Steigerung der Kunden*innen-Zufriedenheit: Alleine durch die allgemeine Annahme, dass eine bekannte Marke automatisch gute Leistungen erbringt, können starke Brands überdurchschnittliche Kunden*innen-Bewertungen verzeichnen.",{"type":692,"children":706},[707],{"type":695,"children":708},[709],{"text":710},"Höhere Preise: Produkte von starken Marken müssen nicht unbedingt eine bessere Qualität haben als solche von kleineren Brands. Dennoch bezahlen Kunden*innen bereitwillig deutlich mehr Geld für eine Leistung, wenn eine bekannte Marke dahintersteht.",{"type":692,"children":712},[713],{"type":695,"children":714},[715],{"text":716},"Alleinstellung: Wie zuvor schon angesprochen, wird Alleinstellung immer wichtiger und kann ohne strategisch kluges Brand Management in vielen Branchen kaum noch erreicht werden. Hat ein Betrieb aber erst einmal eine wirklich starke Marke kreiert, besitzt diese das Potenzial zu einem echten Konkurrenzkiller. Im jeweiligen Geschäftsfeld führt optimalerweise kein Weg an ihr vorbei!",{"type":692,"children":718},[719],{"type":695,"children":720},[721],{"text":722},"Mitarbeitermotivation: Heute suchen sich die besten Fachkräfte ihre Arbeitgeber*innen genauestens aus und bevorzugen solche, mit denen sie sich wirklich identifizieren können. Unternehmen mit einer starken Marke haben hier selbstverständlich Vorteile. Darüber hinaus stehen damit auch die Voraussetzungen, dass Mitarbeiter*innen bei ihrer Arbeit voll und ganz hinter dem stehen, was sie tun, besonders gut. Der jeweilige Betrieb profitiert von produktiveren und nicht zuletzt treueren Arbeitskräften.",{"type":692,"children":724},[725],{"type":695,"children":726},[727],{"text":728},"Mehr Word-of-Mouth-Marketing: Über schwache Marken wird weitaus weniger oft positiv gesprochen als über starke. Je mehr sich Kunden*innen mit einer Brand identifizieren, desto größer sind die Chancen, dass jene zu echten Fürsprechern*innen werden. Und solche authentischen Fürsprachen sind für Interessenten*innen faktisch immer überzeugender als jede Art von Marketing-Maßnahme.",{"type":692,"children":730},[731],{"type":695,"children":732},[733],{"text":734},"Klare Linie: Eine etablierte Brand zieht sich idealerweise durch sämtliche Unternehmensbereiche. Sie bzw. die mit ihr verbundenen Werte fungieren als Leitlinie für Entscheidungen in Marketing, Vertrieb, Support und praktisch allen anderen zentralen Unternehmensbereichen. Jede Aktivität sollte die jeweilige Marke widerspiegeln und umgekehrt.",{"type":660,"children":736},[737],{"text":738},"Der Aufbau einer Marke ist zentraler Bestandteil des Brand Managements",{"type":623,"children":740},[741],{"text":742},"In aller Regel ist eine Marke bereits da, bevor sich ein Unternehmen dazu entschließt, aktiv Brand Management zu betreiben. Sobald Waren oder Dienstleistungen vertrieben und von Kunden*innen angenommen werden, haben jene eine bestimmte, bestenfalls positive Wahrnehmung dieser, die sich mehr oder weniger im Gedächtnis verankert. Damit ist die Grundvoraussetzung für eine Brand geschaffen.",{"type":623,"children":744},[745],{"text":746},"Tatsächlich kann sich eine Marke mit der Zeit sogar automatisch aufbauen. Hier sollte jedoch besser nicht dem Zufall das Zepter überlassen werden. Denn eine unkontrollierte Markenbildung, die vielleicht an irgendeiner Stelle ins Negative läuft, kann kaum wiedergutgemacht werden. Außerdem ermöglicht es nur aktive Markenbildung bzw. entsprechendes Brand Management, wirklich das Maximum aus einer Marke herauszuholen. Und das ist – wie oben dargelegt – in vielen Branchen nichts weniger als wettbewerbsentscheidend.",{"type":623,"children":748},[749],{"text":750},"Folgende Anstrengungen sind für den Aufbau einer starken Marke elementar.",{"type":752,"children":753},"heading-three",[754],{"text":755},"Die eigene Zielgruppe kennen",{"type":623,"children":757},[758],{"text":759},"Die eigne Zielgruppe und deren Herausforderungen, Bedürfnisse, Ziele, Verhaltensweisen etc. gibt vor, wie Produkte oder Dienstleistung (online) dargestellt werden sollten. Wenn die typischen Interessenten*innen sehr genau bekannt und in Buyer-Personas definiert sind, können entsprechende Informationen in der Medien-, Kanal- und Content-Ausrichtung des Brand Managements berücksichtigt werden. Die Zielgruppe bekommt somit im Optimalfall an den richtigen Touchpoints genau die Betreuung, die benötigt\u002Fgewünscht wird. Warum die Erfassung der Käuferschaft in der Markenbildung und im Brand Management so wichtig ist, liegt auf der Hand: Eine Marke kann natürlich nur gestärkt bzw. in irgendeiner Form zuträglich weiterentwickelt werden, wenn sie auch wirklich die passenden (potenziellen) Kunden*innen erreicht.",{"type":752,"children":761},[762],{"text":763},"Identität und Botschaft entwickeln",{"type":623,"children":765},[766],{"text":767},"Sobald die Zielgruppe oder besser die Buyer-Personas bekannt sind, gilt es eine Markenidentität zu entwickeln. Grundsätzlich wird diese durch Merkmale bestimmt, welche der Öffentlichkeit zeigen, wofür die Marke steht. Dazu zählt ebenfalls die Markenbotschaft, also praktisch der Tonfall des Unternehmens in Content und sonstiger Kommunikation nach außen.",{"type":623,"children":769},[770],{"text":771},"Hierbei handelt es sich um einen stark individuellen Vorgang. Die Markenidentität und –botschaft werden im Allgemeinen jedoch anhand ähnlicher typischer Fragen erfasst, wie sie bei der Aufstellung von Buyer-Personas zum Einsatz kommen. Im Fokus steht aber natürlich in diesem Fall nicht die Zielgruppe, sondern das eigene Unternehmen. Zentral sollten fast immer folgende Punkte geklärt werden: Für welche Werte steht der Betrieb, was repräsentiert die Marke und wie soll sie von Kunden*innen sowie Interessenten*innen wahrgenommen werden?",{"type":623,"children":773},[774],{"text":775},"Viele Firmen haben bereits entsprechende Grundsätze, wenn sie beginnen, sich mit Brand Management zu beschäftigen. Es lohnt sich jedoch, diese noch einmal genau zu hinterfragen. Denn mit den sich fortwährend weiterentwickelnden technischen Möglichkeiten (im Netz) bleiben auch Kunden*innen bzw. deren Erwartungen an eine Marke nicht immer gleich. Selbst etablierten und bereits erfolgreichen Marken können kleine Anpassungen an Identität und Markenbotschaft noch einmal einen enormen Push verschaffen.",{"type":752,"children":777},[778],{"text":779},"Eine hinreichende Online-Präsenz schaffen",{"type":623,"children":781},[782],{"text":783},"Nach der Ausarbeitung von Buyer-Personas, Identität und Markenbotschaft steht das Grundgerüst für den Markenaufbau. Nun nimmt das Brand Management volle Fahrt auf, denn es ist zu diesem Zeitpunkt zu entscheiden bzw. zu schlussfolgern, was und wie die Marke mit seiner Zielgruppe kommunizieren möchte\u002Fmuss.",{"type":623,"children":785},[786],{"text":787},"Welche Kanäle zu bedienen sind, geht bereits großteilig aus den Buyer-Personas hervor. Welche davon besonders zuträglich sind, ergibt sich aber normalerweise erst im aktiven Geschehen. Insbesondere die sozialen Netzwerke haben großes Potenzial, (eventuelle) Kunden*innen höchst zweckdienlich zu erreichen.",{"type":623,"children":789},[790],{"text":791},"Nicht selten verbringt die Zielgruppe eines Betriebs verstärkt Zeit innerhalb eines bestimmten Online-Kanals. Das bedeutet, aber nicht automatisch, dass nur dieser eine Channel bedient werden sollte. Im Brand Management müssen alle Möglichkeiten abgewogen werden. Auch weniger wichtige, aber vielleicht zukünftig vielversprechende Kanäle gilt es in entsprechendem Maß zu pushen.",{"type":752,"children":793},[794],{"text":795},"Kontrollieren und fortwährend weiterentwickeln",{"type":623,"children":797},[798],{"text":799},"Unternehmen sollten die Aktivitäten ihres Brand Managements bzw. deren Wirkung ständig im Blick haben. Es gilt zum einen Tracking zu betreiben sowie resultierende Daten des Verhaltens der (potenziellen) Kunden zu deuten.",{"type":623,"children":801},[802],{"text":803},"Zum anderen sollte Marktforschung betrieben und im Zuge dessen unter anderem regelmäßig die Zufriedenheit der eigenen Zielgruppe abgefragt werden. Über kurze Online-Fragebögen sind bei richtiger Ausrichtung relativ einfach viele nützliche Informationen abzufragen.",{"type":623,"children":805},[806],{"text":807},"Weiterhin bietet das Netz mit zahlreichen Bewertungsplattformen, Foren und nicht zuletzt wieder einmal den sozialen Netzwerken ideale Anlaufstellen, um Fakten dazu zu erhalten, wie die eigene Marke bei der jeweiligen Zielgruppe ankommt.",{"type":623,"children":809},[810],{"text":811},"Sämtliche Daten führen idealerweise zu den richtigen Schlüssen und rundum markenzuträglichen Weiterentwicklungen.",{"text":813},"\n",[],{"__typename":816,"description":817,"keywords":818,"noFollow":283,"noIndex":283,"ogDescription":102,"ogTitle":102,"title":819,"ogImage":102},"Seo","Der Ausdruck „Brand Management“, auf Deutsch „Markenführung“, beschreibt die strategische Organisation einer Marke und betreffenden Produkten am jeweiligen Markt.",[],"Brand Management – im Online-Marketing-Glossar von OMR 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