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Redaktionelle Ansätze des Storytellings - Drehbuchtheorien in der Markenkommunikation

Redaktionelle Ansätze des Storytellings - Drehbuchtheorien in der Markenkommunikation

Redaktionelle Ansätze des Storytellings - Drehbuchtheorien in der Markenkommunikation

David Vogel

38,05 €
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Editorial:
GRIN Publishing
Año de edición:
2013
Materia
Ventas y marketing
ISBN:
9783656396499

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Bachelorarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Fachhochschule Düsseldorf, Sprache: Deutsch, Abstract: Zur Jahrtausendwende steht ein Großteil der Markenbranche vor einem wachsenden Problem: Die Konsumenten hören ihr nicht mehr zu: „Advertising has lost his power... Advertising has no credibility with consumers, who are increasingly skeptical of its claims and whenever possible are inclined to reject its message.' (Ries 2002; z. n. Denning 2005, 103). In der Fachliteratur finden sich die unterschiedlichsten Ansätze zur Lösung dieser Problematik und zur erfolgreichen Führung einer Marke. Der Marketing- und Medienmanager Christian Spath stellt zusammen dem Publizisten und Kulturmanager Bernhard G. Foerg fest, dass bei der verzweifelten Suche nach einem Perspektivenwechsel im Marketing zur Jahrtausendwende Manager und Wissenschaftler auf die Kraft des Storytellings gestoßen sind. Geschichten sollen dem neuen, nicht mehr produktorientierten sondern markenorientierten Konsumentenverhalten gerecht werden (vgl. Spath & Foerg 2006, 117). Das Ziel ist es, sich mittels einer Geschichte vom Wettbewerber abzuheben und sich für den Kunden klar und deutlich zu positionieren (vgl. ebd. 130). Auch die Medienwirtin Sindia Boldt sieht einen zukunftsorientierten Ansatz der Markenführung unter anderem im Geschichten erzählen: „Um Markenwerte zu kommunizieren und diese dauerhaft zu verankern sind Markenstorys (...) ein geeignetes Instrument' (Boldt 2010, 113). Eine Marke baut auf definierten Werten auf, eine Geschichte kann diese Werte wiederum kommunizieren (vgl. Spath & Foerg 2006, 131). Nun steht dabei nicht mehr das Produkt im Mittelpunkt, sondern die Geschichte (vgl. ebd. 148). Dabei bringen Spath und Foerg eine bestehende Problematik auf den Punkt: Es gibt kein Rezept für gute Geschichten, und auch die Methode des Storytellings in der Markenkommunikation steht vor diesem Problem (vgl. ebd. 83). A

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