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Markenbotschafter im Issues Management

Markenbotschafter im Issues Management


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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Johannes Gutenberg-Universität Mainz (Institut für Publizistik), Sprache: Deutsch, Abstract: Die Vernetzung von Issues Management und Internal Branding ist eine Innovation. Issues Management wird als Werkzeug der Öffentlichkeitsarbeit postuliert und Internal Branding wird, im Sinne einer ganzheitlichen Markenführung, dem Marketing zugeschrieben. Je globaler unsere Welt wird, desto stärker sind Organisationen einer Informationsflut ausgesetzt und desto mehr müssen sie sich mit Veränderungsprozessen auseinandersetzten. Dieser Sachverhalt ist ein Grund, warum die Themen Issues Management und Internal Branding an Popularität gewonnen haben. Die Popularität des Themas Internal Branding resultiert aus der Tatsache, dass aufgrund ständiger Veränderungsprozesse, das Bedürfnis nach Halt, Orientierung und traditionellen Werten immer größer wird. Die Marke kann gemeinsame Wertvorstellungen zum Ausdruck bringen. Eine interne Markenverankerung ermöglicht dem Mitarbeiter eine Identifikation mit der Organisation und stärkt seine Bereitschaft Markenwerte nach außen zu tragen und somit als Markenbotschafter zu handeln. Die Popularität des Themas Issues Management resultiert aus der Tatsache, dass immer mehr Themen an eine Organisation herantreten, die Reputationsdynamiken auslösen kön- nen. Diese Themen müssen frühzeitig identifiziert werden, damit sich die Organisation Handlungsspielräume erhalten kann. Issues Management und Internal Branding sind zwar unterschiedliche Sichtweisen, die aber gemeinsame Schnittpunkte haben und einen gegenseitigen Mehrwert stiften. Beide Konzepte funktionieren nur, wenn sie an der gemeinsamen Organisationsstrategie ausgerichtet sind. Markenbotschafter beschleunigen und erweitern das Issues Management und Issues Management aktualisiert das Markenwissen und schützt die Markenbotschafter vor Überidentifikation. Das Ergebnis dieser Arbeit ist ein Modell,


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Product Details
  • ISBN-13: 9783656490425
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 190 gr
  • ISBN-10: 3656490422
  • Publisher Date: 15 Sep 2013
  • Height: 210 mm
  • No of Pages: 100
  • Series Title: German
  • Sub Title: Vernetzung der wissenschaftlichen Konzepte Issues Management und Internal Branding
  • Width: 148 mm


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