SlideShare a Scribd company logo
1 of 2
Download to read offline
—•ƒ‡ ‹•– ƒ ™‡‹‰‡” ƒŽŽ‡‹
‘ Š”‹•–‹ƒ ‡—‡” –”ƒ–‡‰‹•…Š‡” Žƒ‡” 
”‡› ‘”Ž†™‹†‡   ò••‡Ž†‘”ˆ




 †Ž‹…Š †‡ ”‹…Š–‹‰‡ ƒ”–‡” ˆ‹†‡ ƒ• ‹•– ˆò”  †‡” ‹‰Ž‡• †‡” ‰—–‡ ‘”•ƒ–œ ˆò”
†ƒ• ‡—‡ 
ƒŠ” ‡•ŠƒŽ„ •‹† œ— 
ƒŠ”‡•„‡‰‹ —•‡”‡ –¡†–‡ —† ‡†‹‡ ˜‘ŽŽ ‹–
‡”„—‰ ˆò” ‹‰Ž‡„Ú”•‡ —† ƒ–‹‰’‘”–ƒŽ‡

 ‹‡ ”‹…Š–‹‰‡ ƒ”–‡” ¡Ž‹…Š †‹‡ ¡—ˆ‡” œ— „‡ŠƒŽ–‡ †ƒ• Ú–‡ ˆò” ˜‹‡Ž‡ ƒ”‡ †‡”
‰—–‡ ‘”•ƒ–œ œ— ‡—‡ 
ƒŠ” •‡‹

‹‡•‘ 
‹„– ‡• ‡‹‡ 
”—† ƒœ—‡Š‡ †ƒ•• ˜‹‡Ž‡ ƒ”‡ „ƒŽ† ‹‰Ž‡• •‹†
— ‰ƒœ ƒŽŽ‡‹ •‹† •‹‡ ‘…Š ‹…Š– „‡” •‹‡ ˜‡”Ž‹‡”‡ †‡ ‘–ƒ– œ— †‡ ‡•…Š‡ †‹‡
•‹‡ ƒ—ˆ‡
‡” ‡Š” ’‘–‡–‹‡ŽŽ‡ —†‡ ‹••ƒ…Š–‡ †‡ Ž‹”– ˜‘ ƒ”‡ ‰‡Š‡ ‹Š ‰ƒ” ƒ—•
†‡ ‡‰ „™‘ŠŽ         ™‹‡†‡” ‡Š” 
‡Ž† ‹• ‡”•‡Š‡ ‹˜‡•–‹‡”– ™—”†‡ Šƒ– †‡” 
’‘– †‹‡ ‹‡„‡•„‘–•…Šƒˆ– †‡” ƒ”‡ ƒ ‡†‡—–—‰ ‡‹‰‡„òé– —…Š ‹– †‡
‰‡†”—…–‡ ‘”– ‘‡ ƒ”‡ ‹‡” ™‡‹‰‡” ¡—ˆ‡” ƒŠ‡

 ƒ„‡‹ ˜‡”™‡‹‰‡” •‹…Š †‹‡ ‡•…Š‡ ‹…Š– †‡ ‡†‹‡ ‹– †‡” ‹‰‹–ƒŽ‹•‹‡”—‰ •‹†
‘—‹ƒ–‹‘•ƒ¡Ž‡ ‡–•–ƒ†‡ †‹‡ ‡Š” —–œ‡” ˆ‹†‡ ƒŽ• Œ‡ œ—˜‘” ƒ¡Ž‡ ƒ—ˆ
†‡‡ Œ‡†‡”ƒ ‘—‹œ‹‡”‡ ƒ ‰Ž‘„ƒŽ —† ‹ …Š–œ‡‹– o„‡” ‡ˆ‹†‡ ‘Ž‹–‹
—† ò„‡” ƒ”‡

More Related Content

More from GREY Germany

More from GREY Germany (8)

From retail to wetail
From retail to wetailFrom retail to wetail
From retail to wetail
 
Wikipedia, How To: Einfügen von Referenzen
Wikipedia, How To: Einfügen von ReferenzenWikipedia, How To: Einfügen von Referenzen
Wikipedia, How To: Einfügen von Referenzen
 
Der Duft des guten Gewissens
Der Duft des guten GewissensDer Duft des guten Gewissens
Der Duft des guten Gewissens
 
Bloggen für eine Werbeagentur? Gibt`s nicht? Gibts doch!
Bloggen für eine Werbeagentur? Gibt`s nicht? Gibts doch!Bloggen für eine Werbeagentur? Gibt`s nicht? Gibts doch!
Bloggen für eine Werbeagentur? Gibt`s nicht? Gibts doch!
 
Das Internet ist menschlich
Das Internet ist menschlichDas Internet ist menschlich
Das Internet ist menschlich
 
Homo Connectus - Why brands have to learn to think like people
Homo Connectus - Why brands have to learn to think like peopleHomo Connectus - Why brands have to learn to think like people
Homo Connectus - Why brands have to learn to think like people
 
Homo Connectus
Homo ConnectusHomo Connectus
Homo Connectus
 
Social Media Guidlines
Social Media Guidlines Social Media Guidlines
Social Media Guidlines
 

Markenbeziehungsmanagement: Zusammen ist man weniger allein

  • 1. —•ƒ‡ ‹•– ƒ ™‡‹‰‡” ƒŽŽ‡‹ ‘ Š”‹•–‹ƒ ‡—‡” –”ƒ–‡‰‹•…Š‡” Žƒ‡” ”‡› ‘”Ž†™‹†‡ ò••‡Ž†‘”ˆ †Ž‹…Š †‡ ”‹…Š–‹‰‡ ƒ”–‡” ˆ‹†‡ ƒ• ‹•– ˆò” †‡” ‹‰Ž‡• †‡” ‰—–‡ ‘”•ƒ–œ ˆò” †ƒ• ‡—‡ ƒŠ” ‡•ŠƒŽ„ •‹† œ— ƒŠ”‡•„‡‰‹ —•‡”‡ –¡†–‡ —† ‡†‹‡ ˜‘ŽŽ ‹– ‡”„—‰ ˆò” ‹‰Ž‡„Ú”•‡ —† ƒ–‹‰’‘”–ƒŽ‡ ‹‡ ”‹…Š–‹‰‡ ƒ”–‡” ¡Ž‹…Š †‹‡ ¡—ˆ‡” œ— „‡ŠƒŽ–‡ †ƒ• Ú–‡ ˆò” ˜‹‡Ž‡ ƒ”‡ †‡” ‰—–‡ ‘”•ƒ–œ œ— ‡—‡ ƒŠ” •‡‹ ‹‡•‘ ‹„– ‡• ‡‹‡ ”—† ƒœ—‡Š‡ †ƒ•• ˜‹‡Ž‡ ƒ”‡ „ƒŽ† ‹‰Ž‡• •‹† — ‰ƒœ ƒŽŽ‡‹ •‹† •‹‡ ‘…Š ‹…Š– „‡” •‹‡ ˜‡”Ž‹‡”‡ †‡ ‘–ƒ– œ— †‡ ‡•…Š‡ †‹‡ •‹‡ ƒ—ˆ‡
  • 2. ‡” ‡Š” ’‘–‡–‹‡ŽŽ‡ —†‡ ‹••ƒ…Š–‡ †‡ Ž‹”– ˜‘ ƒ”‡ ‰‡Š‡ ‹Š ‰ƒ” ƒ—• †‡ ‡‰ „™‘ŠŽ ™‹‡†‡” ‡Š” ‡Ž† ‹• ‡”•‡Š‡ ‹˜‡•–‹‡”– ™—”†‡ Šƒ– †‡” ’‘– †‹‡ ‹‡„‡•„‘–•…Šƒˆ– †‡” ƒ”‡ ƒ ‡†‡—–—‰ ‡‹‰‡„òé– —…Š ‹– †‡ ‰‡†”—…–‡ ‘”– ‘‡ ƒ”‡ ‹‡” ™‡‹‰‡” ¡—ˆ‡” ƒŠ‡ ƒ„‡‹ ˜‡”™‡‹‰‡” •‹…Š †‹‡ ‡•…Š‡ ‹…Š– †‡ ‡†‹‡ ‹– †‡” ‹‰‹–ƒŽ‹•‹‡”—‰ •‹† ‘—‹ƒ–‹‘•ƒ¡Ž‡ ‡–•–ƒ†‡ †‹‡ ‡Š” —–œ‡” ˆ‹†‡ ƒŽ• Œ‡ œ—˜‘” ƒ¡Ž‡ ƒ—ˆ †‡‡ Œ‡†‡”ƒ ‘—‹œ‹‡”‡ ƒ ‰Ž‘„ƒŽ —† ‹ …Š–œ‡‹– o„‡” ‡ˆ‹†‡ ‘Ž‹–‹ —† ò„‡” ƒ”‡
  • 3.  †‡ †‹‰‹–ƒŽ‡ ƒ¡Ž‡ Šƒ„‡ —–œ‡” †‹‡ ƒ…Š– ò„‡”‘‡ —† ‰‡•–ƒŽ–‡ ‹Š”‡ ‡†‹‡™‡Ž– ƒ…Š ‹†‹˜‹†—‡ŽŽ‡ ƒé•–¡„‡ ‹† ”‘‰”ƒ†‹”‡–‘” ‘†‡” ‡†ƒ–‡—” …Šƒ—‡ ™‹” —• †‹‡ ‘‘‰Ž‡ —…Š‡”‰‡„‹••‡ œ— ‡‹‡” ƒ”‡ ƒ •–‡ŽŽ‡ ™‹” ˆ‡•– †ƒ•• •…Š‘ ‡‹ ‹‡”–‡Ž †ƒ˜‘ •‡” ‡‡”ƒ–‡† ‘–‡– ‹•–
  • 4. ŠƒŽ– †‡” ‹ ‘…‹ƒŽ ‡„ ˜‘ ƒ• ™‹‡ —•–› —† ‹…Šƒ‡Ž ‡”•–‡ŽŽ– ™‹”† ™‡Ž…Š‡ †‹‡ ‘…ƒ ‘Žƒ ƒ…‡„‘‘ ‹–‡ ˆò” ‹––Ž‡”™‡‹Ž‡ ‹‘ ƒ• ƒ—ˆ‰‡•‡–œ– Šƒ„‡ ‡ Šƒ˜‡ –‘ Ž‡– ‰‘ Šƒ– ƒˆŽ‡› ƒŽ• Šƒ‹”ƒ —† ˜‘ ”‘…–‡” ƒ„Ž‡ ˜‘” ‡‹ ’ƒƒ” ƒŠ”‡ ‰‡•ƒ‰– „‡” ™‡”†‡ ƒ”‡ ƒ––”ƒ–‹˜‡” ™‡ ™‹” •‹‡ †‡” —•– ˜‘ ƒ• —† ‡„ƒ–‹˜‹•–‡ ò„‡”Žƒ••‡ ‘”‡ •‹‡ ‹– ‹Š”‡ ‹ˆŽ—•• ƒ”‡ †‹‡ ‰‡Ž‹‡„– —† ‹…Š– ˜‡”Žƒ••‡ ™‡”†‡ †‡” ò••‡ ™‹” ‡”„‡–”‡‹„‡†‡ ‡Š” †‡ Œ‡ —•‡”‡ ƒ”‡ ˜‡”–‡‹†‹‰‡ …Š–‰‡„‡ †ƒ•• ‹ ƒƒ”…Š‹•…Š‡
  • 5. –‡”‡– ‹Š” Šƒ”ƒ–‡” ‹…Š– ˜‡”™¡••‡”– ™‹”† ‡™ƒŠ”– ‡‹ •–ƒ”‡” Šƒ”ƒ–‡” †‹‡ ƒ”‡ ˜‘” ‹•ƒ‡‹– — ‡”•– ‡‹ƒŽ ò••‡ ™‹” ‡‹‡• Ž‡”‡ ‹‡ ‹‰‹–ƒŽ‹•‹‡”—‰ Šƒ– ˜‹‡Ž ˜‡”¡†‡”– † ‡‹‰‡–Ž‹…Š Šƒ– •‹‡ †‘…Š ‰ƒ” ‹…Š–• ‰‡¡†‡”– ‡•…Š‡ •‹† ‹ ‡”•–‡” ‹‹‡ ‹…Š– –‡…Š‹•…Š •‘†‡” •‘œ‹ƒŽ ˜‡”„—†‡ —”…Š †‹‡ †‹‰‹–ƒŽ‡ ‡˜‘Ž—–‹‘ ™‡”†‡ ‡œ‹‡Š—‰‡ ‹–‡•‹˜‹‡”– ‘†‡”‹‡”– ‘†‡” ‡”•– ‰‡•…Šƒˆˆ‡ Ú”–‡ ˆ”òŠ‡” ”‡—†‡ —† ƒ‹Ž‹‡ ™ƒ• ‡‹ ‡•…Š œ— •ƒ‰‡ Šƒ––‡ ƒ ‡• Š‡—–‡ †‹‡ ‰ƒœ‡ ‡Ž– •‡‹ ‡Š” †‡ Œ‡ „‡ˆ‹†‡ ™‹” —• ‹ ‡‹‡ ‡œ‹‡Š—‰•œ‡‹–ƒŽ–‡” ƒ”‡ˆòŠ”—‰ ‹•– †‡•ŠƒŽ„ ‡…Š–‡• ‡œ‹‡Š—‰•ƒƒ‰‡‡– • „‡†‡—–‡– †‡ ‡•…Š ‹ •‡‹‡ •‘œ‹ƒŽ‡ ‡ˆŽ‡…Š– œ—
  • 6. „‡–”ƒ…Š–‡ ‹– ‹Š ‡‹‡ •‹˜‘ŽŽ‡ ƒ”–‡”•…Šƒˆ– ‡‹œ—‰‡Š‡ — ‹Š ™‹‡†‡” „‡••‡” œ— ‡””‡‹…Š‡ ‹…Š ƒ…Š ‰‡™‹••‡ ”—†•¡–œ‡ œ— ˜‡”ŠƒŽ–‡ — †‹‡ ‡”„‹†—‰ œ— ‡”ŠƒŽ–‡ ‡œ‹‡Š—‰‡ ˆòŠ”– ƒ —” ‰‡‡‹•ƒ ƒ”‡ ò••‡ •‹…Š †‹‡ ‹‡„‡ ‡”•– ˜‡”†‹‡‡ ò••‡ †ƒ •‡‹ ™‘ ’‘–‡–‹‡ŽŽ‡ ƒ”–‡” •‹† ™‹‡ œ ‹ ‘…‹ƒŽ ‡„ ƒ”‡ ò••‡ œ—ŠÚ”‡ ‹…Š ƒ ‡•’”¡…Š‡ „‡–‡‹Ž‹‰‡ ‹‡ ‘•‹–‹‘ „‡œ‹‡Š‡ œ— †‹‡•‡” •–‡Š‡ —† œ—” –‡ŽŽ—‰ƒŠ‡ ƒ—ˆˆ‘”†‡” ƒ”‡ ò••‡ ‡•…Š‡ ‡‹‡ Žƒ––ˆ‘” „‹‡–‡ — ‹Š”‡
  • 7. †‡‡ ™‡‹–‡”œ—‡–™‹…‡Ž ‘–”‘ŽŽ‡ ‹•– ‰—– ‡”–”ƒ—‡ ‹•– „‡••‡” „™‘ŠŽ ‡• ‹Š‡ †—”…Š †ƒ•
  • 8. –‡”‡– Ž‡‹…Š– ‰‡ƒ…Š– ™‹”† ™‘ŽŽ‡ ‡•…Š‡ ‹…Š– ƒŽŽ‡• ™‹••‡ „‡” •‹‡ ™‘ŽŽ‡ ˜‡”–”ƒ—‡ Ú‡ ‡•…Š‡ ˜‡”–”ƒ—‡ ‹…Š– —„‡†‹‰– ‡‹‡” ‰Ž¡•‡”‡ ƒ”‡ •‘†‡” ‡‹‡” ƒ”‡ †‹‡ œ— ‹Š”‡ ‘”– •–‡Š– ‹‡ ¡†‡”– ™ƒ• •‹‡ ˆƒŽ•…Š ‰‡ƒ…Š– Šƒ– ‹‡ ƒ‰‡‡••‡ ”‡ƒ‰‹‡”– —† ƒ—ˆ —‰‡ŠÚŠ‡ ‘—‹œ‹‡”– † †‹‡ ‡”–‡ ˜‡”–”‹–– „•…‡…‡ ƒ‡• –Š‡ Š‡ƒ”– ‰”‘™ ˆ‘†‡” ‹‡ ‹ ‡‹‡” ‡…Š–‡ ‡œ‹‡Š—‰ ˆòŠ”– •–¡†‹‰‡ ”¡•‡œ œ— o„‡”•¡––‹‰—‰ —† ‡•‹–‡”‡••‡ ‡•ŠƒŽ„ ò••‡ ƒ”‡ ƒ—…Š ƒŽ ‡–Žƒ•–‡ —† ”‡‹”¡—‡ „‹‡–‡ ƒ”‡ ò••‡ ‹…Š– Œ‡†‡ ‘—…Š’‘‹– „‡Ž‡‰‡ — ‰‡ò‰‡† ‘–ƒ–‡ œ— ‰‡‡”‹‡”‡ „‡” •‹‡ ò••‡ †ƒ •‡‹ ™‘ ƒ •‹‡ „”ƒ—…Š– —† †‘”– Ú•—‰‡ „‹‡–‡ …– Ž‹‡ Ž‘˜‡”• †‘ ƒ”‡ ò••‡ ‹Š”‡ ‡œ‹‡Š—‰‡ ‰‡•–ƒŽ–‡ ™‹‡ ‡•…Š‡ ‡• –— ‡‰‡•‡‹–‹‰‡
  • 9. •’‹”ƒ–‹‘ ‡”•–¡†‹• —† ‰‡‡‹•ƒ‡ ‹‡Ž‡ ŠƒŽ–‡ †ƒ„‡‹ †‹‡ ‡œ‹‡Š—‰ ƒ ‡„‡ ‰ƒŽ ‘„ ‘Ž‹‡ ‘ˆˆŽ‹‡ ƒ„‘˜‡ ‘†‡” „‡Ž‘™ –Š‡ Ž‹‡ ‹” ƒŽŽ‡ „‡•…Š”‡‹„‡ —•‡”‡ ƒ”‡ ‰‡”‡ ƒŽ• ‡•…Š‡ „‡” ˜‡”ŠƒŽ–‡ •‹…Š †‹‡•‡ –ƒ–•¡…ŠŽ‹…Š •‘ †ƒ•• ™‹” ‹– ‹Š‡ ‡‹‡ ‡œ‹‡Š—‰ ˆòŠ”‡ ™ò”†‡ ƒ”ƒ—ˆ •‘ŽŽ–‡ ™‹” ‹ †‹‡•‡ ƒŠ” ƒ…Š–‰‡„‡ ’”‡ƒ† –Š‡ Ž‘˜‡ ”•…Š‹‡‡ ƒ ‹ †‡” ‡‹–•…Š”‹ˆ– ‡™ „—•‹‡•• ˆ ”