Abstract Purpose-Led Companies do not exclusively pursue profit-oriented goals, but also
orient their actions towards a “higher” purpose. One example of this can be found in …

Traditional branding approaches take too long to react to today's dynamic environment.
Agile branding offers a promising approach and might be the contemporary answer to the …

Zusammenfassung Purpose, Diversity und Haltung ersetzen keine Markenpositionierung.
Starke Marken markieren kaufrelevante Kontexte, strahlen eindeutig dekodierbare …

Purpose-Led Companies do not exclusively pursue profit-oriented goals, but also orient their
actions towards a “higher” purpose. One example of this can be found in contributing to the …

Traditional crises marketing is frequently indicated as weak. Even today, marketing often
operates procyclical and sometimes is viewed as “bad costs”. Crisis marketing seems to …

Brands started out as communication tools to influence the image of companies or products
(inside-out thinking) but have developed into channels of social forces. Powerful brands …

Gamification als „Brand-Ucation“: Verspielte Marken als Erfolgsfaktor der Smartification von
Management | Wirtschaftsinformatik & Management Skip to main content SpringerLink Log in …

Gesellschaftliche und ökologische Entwicklungen haben gezeigt: Unternehmen brauchen
stärker denn je eine kritische Auseinandersetzung mit ihrer Daseinsberechtigung. In diesen …

Brands are often supposed to act as trust-based reputation management. At first glance,
thus, brands seem not to be appropriate for agile management. Latest since the occurrence …

This contribution asks how far the evolution of media and brands has changed branding as
media competence. It provides the view that brands integrate the multi-layered aspects of …