{"id":261,"date":"2018-06-16T17:17:13","date_gmt":"2018-06-16T15:17:13","guid":{"rendered":"http:\/\/www.brandholosphere.com\/?p=261"},"modified":"2021-05-01T09:55:18","modified_gmt":"2021-05-01T07:55:18","slug":"markensteuerrad","status":"publish","type":"post","link":"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/","title":{"rendered":"Markensteuerrad von Esch"},"content":{"rendered":"\n<div class=\"alignfull wp-block-ugb-feature ugb-feature ugb-f442c8f ugb-feature--v2 ugb-feature--design-plain ugb-feature--invert ugb-main-block ugb--has-custom-content-width\"><style>.ugb-f442c8f.ugb-feature > .ugb-inner-block{max-width:1637px !important}@media screen and (min-width:768px){.ugb-f442c8f .ugb-feature__item{grid-template-columns:0.82fr 1.18fr !important}.ugb-f442c8f .ugb-img{width:420px;height:auto !important}.ugb-f442c8f.ugb-feature{padding-right:164px !important;padding-left:164px !important}}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-feature__item\"><div class=\"ugb-feature__content\"><p class=\"ugb-feature__description\">Das Markensteuerrad ist ein Ansatz zur Identit\u00e4tsbestimmung von Marken und geh\u00f6rt zu den meistverwendeten Modellen in Deutschland <sup><a href=\"#footnote_1_261\" id=\"identifier_1_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Duncker\/R&ouml;seler\/Fichtl (2015). Marken-Positionierung: Auf der Suche nach verl&auml;sslichen Instrumenten. In Absatzwirtschaft, 12\/2015, S. 78\">1<\/a><\/sup>. Es wurde zun\u00e4chst von Icon Added Value erfunden, sp\u00e4ter durch Esch weiterentwickelt <sup><a href=\"#footnote_2_261\" id=\"identifier_2_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch (2010). Strategie und Technik der Markenf&uuml;hrung, S. 101; Radtke, Markenidentit&auml;tsmodelle 2014, S. 27\">2<\/a><\/sup> und stellt den Versuch dar, eine strategische Ausrichtung nachvollziehbar wiederzugeben und zu visualisieren. Der wesentliche Aspekt der Weiterentwicklung war die Verzahnung der Module untereinander sowie die Integration eines weiteren, f\u00fcnften Bestandteils im Zentrum des Modells <sup><a href=\"#footnote_3_261\" id=\"identifier_3_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Radtke (2014) Markenidentit&auml;tsmodelle, S.&nbsp;27\">3<\/a><\/sup>.<\/p><\/div><div class=\"ugb-feature__image-side\"><img data-recalc-dims=\"1\" width=\"580\" decoding=\"async\" data-attachment-id=\"2481\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/markensteuerrad-icon-70-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&amp;ssl=1\" data-orig-size=\"926,909\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Markensteuerrad Icon-70\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=300%2C294&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=580%2C569&amp;ssl=1\" class=\"ugb-feature__image ugb-img wp-image-2481 ugb-image--shape-stretch\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=580%2C412\" alt=\"\" height=\"412\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?w=926&amp;ssl=1 926w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?resize=300%2C294&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?resize=768%2C754&amp;ssl=1 768w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<!--more-->\n\n\n\n<div class=\"alignfull wp-block-ugb-text ugb-text ugb-ffb2cbf ugb-text--design-plain ugb-text--columns-1 ugb-main-block ugb--has-custom-content-width ugb-main-block--inner-full ugb--has-block-background ugb--has-top-separator\"><style>.ugb-ffb2cbf .ugb-text__text{margin-bottom:0px !important}.ugb-ffb2cbf.ugb-text > .ugb-inner-block{max-width:1022px !important}<\/style><div class=\"ugb-top-separator\"><div class=\"ugb-separator-wrapper\"><svg viewbox=\"0 0 1600 200\" filter=\"url(#slant-2-shadow_svg__a)\" enablebackground=\"new 0 0 1600 200\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-separator__shadow\" preserveaspectratio=\"none\" aria-hidden=\"true\"><filter id=\"slant-2-shadow_svg__a\"><feGaussianBlur in=\"SourceAlpha\" stddeviation=\"4\"><\/feGaussianBlur><feComponentTransfer><feFuncA type=\"linear\" slope=\"0.4\"><\/feFuncA><\/feComponentTransfer><feMerge><feMergeNode><\/feMergeNode><feMergeNode in=\"SourceGraphic\"><\/feMergeNode><\/feMerge><\/filter><path class=\"slant-2-shadow_svg__st1\" d=\"M1610 39.2v12L800 170.1-10 51.2v-12l810 118.9 810-118.9z\"><\/path><\/svg><svg viewbox=\"0 0 1600 200\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-separator__layer-1\" preserveaspectratio=\"none\" aria-hidden=\"true\"><path class=\"slant-2_svg__st1\" d=\"M1610 39.2V209H-10V39.2l810 118.9 810-118.9z\"><\/path><\/svg><\/div><\/div><div class=\"ugb-inner-block ugb-inner-block--full\"><div class=\"ugb-block-content\"><div class=\"ugb-text__text-wrapper\"><div class=\"ugb-text__text\"><p class=\"ugb-text__text-1\">Das Markensteuerrad eignet sich in seiner Eigenschaft als <strong>Identit\u00e4tsmodell<\/strong> f\u00fcr die <strong>systematische Markenanalyse <\/strong>und deren Durchsetzung im Sinne der Konsistenz, nicht aber zu der (im Namen implizierten) aktiven Steuerung einer Marke im Sinne von Kontinuit\u00e4t und zukunftsgerichteter Richtungsweisung. Es mangelt hierzu an Konzepten wie einem Antrieb wie im <a href=\"http:\/\/www.brandholosphere.com\/prupose-and-mission\/\">Purpose<\/a> bzw. <a href=\"http:\/\/www.brandholosphere.com\/golden-circle-simon-sinek\/\">Why<\/a> oder konkreten <a href=\"http:\/\/www.brandholosphere.com\/markenwerte\/\">Werten<\/a> an denen sich Mitarbeiter in ihren Entscheidungen orientieren k\u00f6nnen. Modelle die dem Anspruch von aktiver Markenpositionierung gerecht werden sind z.B. der <a href=\"http:\/\/www.brandholosphere.com\/golden-circle-simon-sinek\/\">Golden Circle<\/a>, das <a href=\"http:\/\/www.brandholosphere.com\/brand-holosphere-model\/\">Brand Holosphere Model<\/a> oder der <a href=\"http:\/\/www.brandholosphere.com\/brand-key\/\">Brand Key<\/a>.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<h3 class=\"has-text-align-center wp-block-heading\">Aufbau der Bestandteile im Markensteuerrad <\/h3>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:29% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"569\" data-attachment-id=\"2478\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/markensteuerrad-icon-67-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-67-1.png?fit=926%2C909&amp;ssl=1\" data-orig-size=\"926,909\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Markensteuerrad Icon-67\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-67-1.png?fit=300%2C294&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-67-1.png?fit=580%2C569&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-67-1.png?resize=580%2C569\" alt=\"\" class=\"wp-image-2478 size-full\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-67-1.png?w=926&amp;ssl=1 926w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-67-1.png?resize=300%2C294&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-67-1.png?resize=768%2C754&amp;ssl=1 768w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h5 class=\"wp-block-heading\">Hard Facts<\/h5>\n\n\n\n<p>Das Markensteuerrad&nbsp;umschreibt die Identit\u00e4t der Marke auf der linken Seite durch <strong>Hard Facts<\/strong> <sup><a href=\"#footnote_4_261\" id=\"identifier_4_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch (2010). Strategie und Technik der Markenf&uuml;hrung, S. 101\">4<\/a><\/sup> wie zentrale <a href=\"http:\/\/www.brandholosphere.com\/benefits\/\">Markenattribute und den Markennutzen<\/a><sup><a href=\"#footnote_5_261\" id=\"identifier_5_261\" class=\"footnote-link footnote-identifier-link\" title=\"Esch &ndash; The Brand Consultants; &ldquo;Whitepaper Identit&auml;t &amp; Positionierung: Die Entwicklung starker Marken&rdquo; S.9\">5<\/a><\/sup>. Die Frage &#8220;\u00dcber welche Eigenschaften verf\u00fcge ich?&#8221; wird durch die Markenattribute beantwortet. Diese st\u00fctzen die Markennutzen, welche nach Esch den eigentlichen Kaufgrund darstellen <sup><a href=\"#footnote_6_261\" id=\"identifier_6_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch, 2010, S. 104; Radtke, Markenidentit&auml;tsmodelle 2014, S.&nbsp;27\">6<\/a><\/sup>. <a href=\"http:\/\/www.brandholosphere.com\/benefits\/\">Sachlich-funktionale Nutzen<\/a> leiten sich ab aus einer \u00dcberlegenheit des Produktes, w\u00e4hrend <a href=\"http:\/\/www.brandholosphere.com\/benefits\/\">psychosoziale Nutzen<\/a> durch das Ausl\u00f6sen von Emotionen entstehen und z.B. soziale Belange wie Anerkennung ber\u00fccksichtigen <sup><a href=\"#footnote_7_261\" id=\"identifier_7_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch\/Neudecker\/Von Einem, 2010, S. 8\">7<\/a><\/sup>.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-columns alignwide has-2-columns has-5-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-ugb-accordion ugb-accordion ugb-1b26711 ugb-f89162f ugb-accordion--v2 ugb-accordion--design-basic ugb-main-block\" aria-expanded=\"false\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-accordion__item\"><div class=\"ugb-accordion__heading\" role=\"button\" tabindex=\"0\"><h4 class=\"ugb-accordion__title\">Markenattribute<\/h4><svg viewbox=\"0 0 20 20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-accordion__arrow\" width=\"20\" height=\"20\"><path d=\"M16.7 3.3L10 10 3.3 3.4 0 6.7l10 10v-.1l10-9.9z\"><\/path><\/svg><\/div><div class=\"ugb-accordion__content\" role=\"region\"><div class=\"ugb-accordion__content-inner\">\n<p><strong><em>\u00dcber welche Eigenschaften verf\u00fcge ich?<\/em><\/strong><\/p>\n\n\n\n<p>Eigenschaften der Angebote<br>Eigenschaften des Unternehmens<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-ugb-accordion ugb-accordion ugb-22cec56 ugb-accordion--v2 ugb-accordion--design-basic ugb-main-block\" aria-expanded=\"false\"><style>.ugb-22cec56 .ugb-inner-block{text-align:center}<\/style><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-accordion__item\"><div class=\"ugb-accordion__heading\" role=\"button\" tabindex=\"0\"><h4 class=\"ugb-accordion__title\">Markennutzen<\/h4><svg viewbox=\"0 0 20 20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-accordion__arrow\" width=\"20\" height=\"20\"><path d=\"M16.7 3.3L10 10 3.3 3.4 0 6.7l10 10v-.1l10-9.9z\"><\/path><\/svg><\/div><div class=\"ugb-accordion__content\" role=\"region\"><div class=\"ugb-accordion__content-inner\">\n<p class=\"has-text-align-center\"><strong><em>Was biete ich an?<\/em><\/strong><\/p>\n\n\n\n<p>Funktionaler Nutzen<br>Psychosozialer Nutzen<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:29% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"570\" data-attachment-id=\"2479\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/markensteuerrad-icon-68-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-68-1.png?fit=925%2C909&amp;ssl=1\" data-orig-size=\"925,909\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Markensteuerrad Icon-68\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-68-1.png?fit=300%2C295&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-68-1.png?fit=580%2C570&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-68-1.png?resize=580%2C570\" alt=\"\" class=\"wp-image-2479 size-full\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-68-1.png?w=925&amp;ssl=1 925w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-68-1.png?resize=300%2C295&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-68-1.png?resize=768%2C755&amp;ssl=1 768w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h5 class=\"wp-block-heading\">Soft Facts<\/h5>\n\n\n\n<p>Die <strong>Soft Facts<\/strong>, also Gef\u00fchle und nonverbale Eindr\u00fccke, werden durch die Komponenten Tonalit\u00e4t und Markenbild auf der rechten Seite des Modells abgebildet <sup><a href=\"#footnote_8_261\" id=\"identifier_8_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch (2010). Strategie und Technik der Markenf&uuml;hrung,S.&nbsp;101\">8<\/a><\/sup><sup><a href=\"#footnote_9_261\" id=\"identifier_9_261\" class=\"footnote-link footnote-identifier-link\" title=\"Esch &ndash; The Brand Consultants\">9<\/a><\/sup>. Die Markentonalit\u00e4t bildet die Emotionen und Gef\u00fchlswelten ab, die durch die Marke erzeugt werden sollen. Esch nennt als Zug\u00e4nge die Ermittlung der Markenpers\u00f6nlichkeit, die Spezifikation von Markenbeziehungen und die Festlegung relevanter Erlebnisse. Insgesamt beantwortet die Markentonalit\u00e4t die Frage &#8220;Wie bin ich?&#8221; <sup><a href=\"#footnote_10_261\" id=\"identifier_10_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch (2010). Strategie und Technik der Markenf&uuml;hrung, S.&nbsp;105\">10<\/a><\/sup>. Letztlich ist das Element der Markentonalit\u00e4t somit nahe an dem Konzept der <a href=\"http:\/\/www.brandholosphere.com\/markenwerte\/\">Markenwerte<\/a>, die in dem Modell jedoch keine explizite Ber\u00fccksichtigung finden. Das Markenbild setzt sich aus zahlreichen Eindr\u00fccken zusammen, die zusammen Markenimage und Markenbekanntheit positiv beeinflussen sollen. Es ist die Antwort auf die Frage &#8220;Wie trete ich auf?&#8221;. Die Eindr\u00fccke k\u00f6nnen visuell, akustisch, olfaktorisch, haptisch oder auch geschmacklich sein und k\u00f6nnen auf die Art der Markenkommunikation zur\u00fcckgef\u00fchrt werden <sup><a href=\"#footnote_11_261\" id=\"identifier_11_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch (2010). Strategie und Technik der Markenf&uuml;hrung, S. 106\">11<\/a><\/sup><sup><a href=\"#footnote_9_261\" id=\"identifier_12_261\" class=\"footnote-link footnote-identifier-link\" title=\"Esch &ndash; The Brand Consultants\">9<\/a><\/sup>. <\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:29% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"569\" data-attachment-id=\"2480\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/markensteuerrad-icon-69-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-69-1.png?fit=926%2C909&amp;ssl=1\" data-orig-size=\"926,909\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Markensteuerrad Icon-69\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-69-1.png?fit=300%2C294&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-69-1.png?fit=580%2C569&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-69-1.png?resize=580%2C569\" alt=\"\" class=\"wp-image-2480 size-full\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-69-1.png?w=926&amp;ssl=1 926w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-69-1.png?resize=300%2C294&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-69-1.png?resize=768%2C754&amp;ssl=1 768w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h5 class=\"wp-block-heading\">Zentrum<\/h5>\n\n\n\n<p>Im <strong>Zentrum des Modells <\/strong>steht die Markenkompetenz, welche dem Konzept der <a href=\"http:\/\/www.brandholosphere.com\/essence\/\">Essenz<\/a> sehr nahe kommt und im Zusammenhang mit dem Markensteuerrad z.T. synonym verwendet wird. In ihr werden die zentralen Markencharakteristika erfasst: die Markenhistorie, die Herkunft der Marke, die Rolle der Marke im Markt sowie zentrale Markenassets&nbsp;<sup><a href=\"#footnote_12_261\" id=\"identifier_13_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch (2010). Strategie und Technik der Markenf&uuml;hrung, S. 103-106\">12<\/a><\/sup>. Ein bedeutender Unterschied zu anderen und neueren Modellen wie dem <a href=\"http:\/\/www.brandholosphere.com\/brand-holosphere-model\/\">Brand Holosphere Model<\/a>, ist dass im Markensteuerrad kein <a href=\"http:\/\/www.brandholosphere.com\/prupose-and-mission\/\">Bewegungsauftrag (Purpose) <\/a>explizit festgehalten wird, da es sich um ein Tool zur Analyse und Definition der Markenidentit\u00e4t handelt und nicht f\u00fcr die Markenpositionierung ausgelegt ist. <\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:29% auto\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"569\" data-attachment-id=\"2482\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/markensteuerrad-icon-71-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-71-1.png?fit=926%2C909&amp;ssl=1\" data-orig-size=\"926,909\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Markensteuerrad Icon-71\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-71-1.png?fit=300%2C294&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-71-1.png?fit=580%2C569&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-71-1.png?resize=580%2C569\" alt=\"\" class=\"wp-image-2482 size-full\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-71-1.png?w=926&amp;ssl=1 926w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-71-1.png?resize=300%2C294&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-71-1.png?resize=768%2C754&amp;ssl=1 768w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h5 class=\"wp-block-heading\">Wirkungszusammenh\u00e4nge<\/h5>\n\n\n\n<p>Wie bereits angedeutet, bestehen zwischen den einzelnen Bestandteilen nach Esch durchaus Beziehungen. So st\u00fctzen die Markenattribute den <a href=\"http:\/\/beneftis\">funktionalen und emotionalen Nutzen<\/a> der Marke. Die Markentonalit\u00e4t wird erlebbar gemacht durch das Markenbild, welches au\u00dferdem auch die Markenattribute sichtbar macht <sup><a href=\"#footnote_4_261\" id=\"identifier_14_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Esch (2010). Strategie und Technik der Markenf&uuml;hrung, S. 101\">4<\/a><\/sup>.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\"><figure class=\"wp-block-media-text__media\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"410\" data-attachment-id=\"2572\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/brand-model-templates-markensteuerrad-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?fit=2481%2C1754&amp;ssl=1\" data-orig-size=\"2481,1754\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brand Model Templates &#8211; Markensteuerrad\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?fit=300%2C212&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?fit=580%2C410&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad-1024x724.png?resize=580%2C410\" alt=\"\" class=\"wp-image-2572 size-full\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?resize=1024%2C724&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?resize=300%2C212&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?resize=768%2C543&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?resize=1200%2C848&amp;ssl=1 1200w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?resize=1980%2C1400&amp;ssl=1 1980w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.png?w=1740&amp;ssl=1 1740w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<h5 class=\"wp-block-heading\">PDF Vorlage zum Ausarbeiten des Markensteuerrads <\/h5>\n\n\n<div style=\"gap: 20px;\" class=\"align-button-left ub-buttons orientation-button-row ub-flex-wrap wp-block-ub-button\" id=\"ub-button-4cdfcbf0-54fa-464b-a062-2babf8cfb076\"><div class=\"ub-button-container\">\n\t\t\t<a href=\"http:\/\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Model-Templates-Markensteuerrad.pdf\" target=\"_blank\" rel=\"noopener noreferrer nofollow\" class=\"ub-button-block-main  \" role=\"button\" style=\"--ub-button-background-color: #072b45; --ub-button-color: #ffffff; --ub-button-border: none; --ub-button-hover-background-color: #71c8f4; --ub-button-hover-color: #ffffff; --ub-button-hover-border: none; padding-top: 10px; padding-right: 10px; padding-bottom: 10px; padding-left: 10px; border-radius: 60px; \">\n\t\t\t\t<div class=\"ub-button-content-holder\" style=\"flex-direction: row\">\n\t\t\t\t\t<span class=\"ub-button-icon-holder\">\n\t\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" height=\"30\" width=\"30\" viewbox=\"0 0 448 512\">\n\t\t\t\t\t<path fill=\"currentColor\" d=\"M0 64C0 28.7 28.7 0 64 0H224V128c0 17.7 14.3 32 32 32H384V304H296 272 184 160c-35.3 0-64 28.7-64 64v80 48 16H64c-35.3 0-64-28.7-64-64V64zm384 64H256V0L384 128zM160 352h24c30.9 0 56 25.1 56 56s-25.1 56-56 56h-8v32c0 8.8-7.2 16-16 16s-16-7.2-16-16V448 368c0-8.8 7.2-16 16-16zm24 80c13.3 0 24-10.7 24-24s-10.7-24-24-24h-8v48h8zm88-80h24c26.5 0 48 21.5 48 48v64c0 26.5-21.5 48-48 48H272c-8.8 0-16-7.2-16-16V368c0-8.8 7.2-16 16-16zm24 128c8.8 0 16-7.2 16-16V400c0-8.8-7.2-16-16-16h-8v96h8zm72-112c0-8.8 7.2-16 16-16h48c8.8 0 16 7.2 16 16s-7.2 16-16 16H400v32h32c8.8 0 16 7.2 16 16s-7.2 16-16 16H400v48c0 8.8-7.2 16-16 16s-16-7.2-16-16V432 368z\">\n\t\t\t\t<\/path><\/svg>\n\t\t\t<\/span><span class=\"ub-button-block-btn\">Download Template<\/span>\n\t\t\t\t<\/div>\n\t\t\t<\/a>\n\t\t<\/div><\/div><\/div><\/div>\n\n\n\n<figure class=\"wp-block-image alignwide size-large\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"580\" height=\"180\" data-attachment-id=\"2829\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markensteuerrad\/brand-holosphere-66\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?fit=3630%2C1129&amp;ssl=1\" data-orig-size=\"3630,1129\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brand-Holosphere-2-66\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?fit=300%2C93&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?fit=580%2C180&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=580%2C180&#038;ssl=1\" alt=\"Entwicklung der Markenmodelle auf der Zeitachse\" class=\"wp-image-2829\" srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=1024%2C318&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=300%2C93&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=768%2C239&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=1536%2C478&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=2048%2C637&amp;ssl=1 2048w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=1200%2C373&amp;ssl=1 1200w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?resize=1980%2C616&amp;ssl=1 1980w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/06\/Brand-Holosphere-66.png?w=1740&amp;ssl=1 1740w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/figure>\n\n\n\n<div class=\"wp-block-ugb-accordion ugb-accordion ugb-e73a22f ugb-f678e6d ugb-accordion--v2 ugb-accordion--design-basic ugb-main-block\" aria-expanded=\"false\"><div class=\"ugb-inner-block\"><div class=\"ugb-block-content\"><div class=\"ugb-accordion__item\"><div class=\"ugb-accordion__heading\" role=\"button\" tabindex=\"0\"><h4 class=\"ugb-accordion__title\">Kritische W\u00fcrdigung<\/h4><svg viewbox=\"0 0 20 20\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-accordion__arrow\" width=\"20\" height=\"20\"><path d=\"M16.7 3.3L10 10 3.3 3.4 0 6.7l10 10v-.1l10-9.9z\"><\/path><\/svg><\/div><div class=\"ugb-accordion__content\" role=\"region\"><div class=\"ugb-accordion__content-inner\">\n<p>Anders als z.B. der <a href=\"http:\/\/www.brandholosphere.com\/brand-key\/\">Brand Key<\/a> und das <a href=\"http:\/\/www.brandholosphere.com\/brand-holosphere-model\/\">Brand Holoshphere Model <\/a>ist das Markensteuerrad nach Esch als Markenidentit\u00e4tsmodell zu betrachten und damit vor allem als ein Analyse-Tool. Das Modell konzentriert sich demnach auf die Darstellung der inneren Werte und die interne Sicht auf das Unternehmen, vernachl\u00e4ssigt jedoch die externen Faktoren wie z.B. den Wettbewerb und die Zielgruppe. Das Kriterium der Wechselseitigkeit ist folglich beim Markensteuerrad nicht gegeben. Zur Erarbeitung und Darstellung einer Positionierung eignet es sich daher lediglich in der Vorbereitung, da eine Positionierung immer nur im Kontext eines Umfeldes erfolgen kann. Die Anwendung sieht daher auch eine Erweiterung des Modells um davon abgekoppelte Markenwerte und Nutzen vor, die dann letztlich zu einem Positionierunngssatz f\u00fchren sollen. Allerdings scheint der von Esch &#8211; The Brand Consultants etablierte Prozess <sup><a href=\"#footnote_13_261\" id=\"identifier_15_261\" class=\"footnote-link footnote-identifier-link\" title=\"siehe dazu Esch the Brand Consultants &ndash; &ldquo;Whitepaper Identit&auml;t &amp; Positionierung: Die Entwicklung starker Marken&rdquo; S.9\">13<\/a><\/sup> in Bezug auf die Verzahnung von Identit\u00e4tsmodell, Markenwerten (gel\u00f6st von der Identit\u00e4t) und Positionierunngssatz in von einander getrennten und separaten Konzepten, dies nur bedingt zu beheben.<\/p>\n\n\n\n<p>Zur Ableitung strategischer und operativer Handlungsoptionen eignet das Modell sich mangels der Abbildung externer Einflussfaktoren ebenfalls nur eingeschr\u00e4nkt. Au\u00dfer dem Merkmal der Wechselseitigkeit erf\u00fcllt das Modell aber alle konstitutiven Merkmale einer Identit\u00e4t <sup><a href=\"#footnote_14_261\" id=\"identifier_16_261\" class=\"footnote-link footnote-identifier-link\" title=\"Wechselseitigkeit, Kontinuit&auml;t, Konsistenz und Individualit&auml;t &ndash; (vgl. Bur- mann\/Halaszovich\/Hemmann, 2012, S. 36; Baumgarth, 2008, S. 27; Zednik, 2006, S. 17, 18; Bohmann, 2011, S. 35\">14<\/a><\/sup>). Die Verzahnung ist gegeben, und auch die Praktikabilit\u00e4t hat Esch in verschiedenen Fallbeispielen demonstriert <sup><a href=\"#footnote_15_261\" id=\"identifier_17_261\" class=\"footnote-link footnote-identifier-link\" title=\"siehe Esch (2010). Strategie und Technik der Markenf&uuml;hrung, S. 118-120\">15<\/a><\/sup> <sup><a href=\"#footnote_16_261\" id=\"identifier_18_261\" class=\"footnote-link footnote-identifier-link\" title=\"siehe Radtke (2014), Markenidentit&auml;tsmodelle, S. 42\">16<\/a><\/sup>. Damit ist auch das Kriterium der Praktikabilit\u00e4t vollst\u00e4ndig erf\u00fcllt <sup><a href=\"#footnote_17_261\" id=\"identifier_19_261\" class=\"footnote-link footnote-identifier-link\" title=\"vgl. Radtke (2014), Markenidentit&auml;tsmodelle, S. 43\">17<\/a><\/sup>.<\/p>\n\n\n\n<p>In Bezug auf die \u00dcberschneidungsfreiheit weist das Modell jedoch leichte Defizite auf. So sind in der praktischen Anwendung Markentonalit\u00e4t und Markenbild nicht immer eindeutig voneinander zu trennen. Pers\u00f6nlichkeitsmerkmale, Beziehungsmerkmale und Erlebnisse werden z.T. auch erlebbar durch das Markenbild. Das Markenbild hat durch Farbt\u00f6ne, Schriftarten, Logos und Bildwelten auch einen direkten Einfluss auf die wahrgenommene Tonalit\u00e4t. Radkte hat diesen Umstand nicht kritisiert und geht davon aus, dass &#8220;kaum \u00dcberschneidungen auftreten d\u00fcrften&#8221;&nbsp;<sup><a href=\"#footnote_18_261\" id=\"identifier_20_261\" class=\"footnote-link footnote-identifier-link\" title=\"Radkte (2014), Markenidentit&auml;tsmodelle,S. 41\">18<\/a><\/sup>.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"alignfull wp-block-ugb-feature-grid ugb-feature-grid ugb-0e502db ugb-feature-grid--v2 ugb-feature-grid--columns-4 ugb-feature-grid--design-basic ugb-main-block ugb-main-block--inner-full ugb--has-block-background ugb--has-top-separator ugb--has-bottom-separator\"><style>.ugb-0e502db .ugb-img{width:207px;height:auto !important}.ugb-0e502db .ugb-img,.ugb-0e502db .ugb-feature-grid__image{margin-left:auto !important;margin-right:auto !important}.ugb-0e502db .ugb-feature-grid__title{text-align:center}.ugb-0e502db .ugb-button .ugb-button--inner{color:#000000 !important}.ugb-0e502db .ugb-button:hover .ugb-button--inner{color:#ff6d4c !important}.ugb-0e502db .ugb-button:hover{opacity:1}.ugb-0e502db .ugb-button-container{text-align:center !important}.ugb-0e502db .ugb-inner-block{text-align:center}.ugb-0e502db.ugb-feature-grid{background-color:#f7f7f7}.ugb-0e502db.ugb-feature-grid:before{background-color:#f7f7f7}<\/style><div class=\"ugb-top-separator\"><div class=\"ugb-separator-wrapper\"><svg viewbox=\"0 0 1600 200\" filter=\"url(#slant-2-inverted-shadow_svg__a)\" enablebackground=\"new 0 0 1600 200\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-separator__shadow\" preserveaspectratio=\"none\" aria-hidden=\"true\"><filter id=\"slant-2-inverted-shadow_svg__a\"><feGaussianBlur in=\"SourceAlpha\" stddeviation=\"4\"><\/feGaussianBlur><feComponentTransfer><feFuncA type=\"linear\" slope=\"0.4\"><\/feFuncA><\/feComponentTransfer><feMerge><feMergeNode><\/feMergeNode><feMergeNode in=\"SourceGraphic\"><\/feMergeNode><\/feMerge><\/filter><path d=\"M800 41.1L-10 160v10L800 51.1 1610 170v-10z\"><\/path><\/svg><svg viewbox=\"0 0 1600 200\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-separator__layer-1\" preserveaspectratio=\"none\" aria-hidden=\"true\"><path d=\"M1610 160v53.2H-10V160L800 41.1 1610 160z\"><\/path><\/svg><\/div><\/div><div class=\"ugb-bottom-separator\"><div class=\"ugb-separator-wrapper\"><svg viewbox=\"0 0 1600 200\" filter=\"url(#slant-2-shadow_svg__a)\" enablebackground=\"new 0 0 1600 200\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-separator__shadow\" preserveaspectratio=\"none\" aria-hidden=\"true\"><filter id=\"slant-2-shadow_svg__a\"><feGaussianBlur in=\"SourceAlpha\" stddeviation=\"4\"><\/feGaussianBlur><feComponentTransfer><feFuncA type=\"linear\" slope=\"0.4\"><\/feFuncA><\/feComponentTransfer><feMerge><feMergeNode><\/feMergeNode><feMergeNode in=\"SourceGraphic\"><\/feMergeNode><\/feMerge><\/filter><path class=\"slant-2-shadow_svg__st1\" d=\"M1610 39.2v12L800 170.1-10 51.2v-12l810 118.9 810-118.9z\"><\/path><\/svg><svg viewbox=\"0 0 1600 200\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"ugb-separator__layer-1\" preserveaspectratio=\"none\" aria-hidden=\"true\"><path class=\"slant-2_svg__st1\" d=\"M1610 39.2V209H-10V39.2l810 118.9 810-118.9z\"><\/path><\/svg><\/div><\/div><div class=\"ugb-inner-block ugb-inner-block--full\"><h2 class=\"ugb-block-title ugb-block-title--with-subtitle\">Weitere Markenmodelle<\/h2><p class=\"ugb-block-description\">Neben dem Markensteuerrad gibt es noch zahlreiche andere Modelle, die in der Praxis Anwendung finden.<\/p><div class=\"ugb-block-content\"><div class=\"ugb-feature-grid__item ugb-feature-grid__item1\"><div class=\"ugb-feature-grid__image\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"222\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/brand-holosphere-logo_black\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?fit=425%2C425&amp;ssl=1\" data-orig-size=\"425,425\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brand-Holosphere-Logo_black\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?fit=425%2C425&amp;ssl=1\" class=\"ugb-img wp-image-222\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?w=207\" alt=\"Brand Holosphere Model\"  srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?w=425&amp;ssl=1 425w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=280%2C280&amp;ssl=1 280w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=100%2C100&amp;ssl=1 100w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Brand-Holosphere-Logo_black.png?resize=200%2C200&amp;ssl=1 200w\" sizes=\"(max-width: 425px) 100vw, 425px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">Brand Holosphere Model<\/h5><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-plain\" href=\"http:\/\/www.brandholosphere.com\/brand-holosphere-model\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"\"><span class=\"ugb-button--inner\">mehr<\/span><\/a><\/div><\/div><\/div><div class=\"ugb-feature-grid__item ugb-feature-grid__item2\"><div class=\"ugb-feature-grid__image\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"3029\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/markenmodelle-und-markenfuehrung\/brand-holosphere-brand-key_brand-key-1\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?fit=1773%2C1772&amp;ssl=1\" data-orig-size=\"1773,1772\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Brand-Holosphere-Brand-Key_Brand-Key-1\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?fit=300%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?fit=580%2C580&amp;ssl=1\" class=\"ugb-img wp-image-3029\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1-1024x1024.png?w=207\" alt=\"Unilever Brand Key\"  srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?resize=1024%2C1024&amp;ssl=1 1024w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?resize=300%2C300&amp;ssl=1 300w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?resize=150%2C150&amp;ssl=1 150w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?resize=768%2C768&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?resize=1536%2C1536&amp;ssl=1 1536w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?resize=1200%2C1199&amp;ssl=1 1200w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/Brand-Holosphere-Brand-Key_Brand-Key-1.png?w=1773&amp;ssl=1 1773w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">Unilever Brand Key<\/h5><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-plain\" href=\"http:\/\/www.brandholosphere.com\/brand-key\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"\"><span class=\"ugb-button--inner\">mehr<\/span><\/a><\/div><\/div><\/div><div class=\"ugb-feature-grid__item ugb-feature-grid__item3\"><div class=\"ugb-feature-grid__image\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"3646\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/bates-brand-wheel\/bates-brand-wheel-110\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110.png?fit=1169%2C1249&amp;ssl=1\" data-orig-size=\"1169,1249\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Bates-Brand-Wheel-110\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110.png?fit=281%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110.png?fit=580%2C620&amp;ssl=1\" class=\"ugb-img wp-image-3646\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110-958x1024.png?w=207\" alt=\"Bates Brand Wheel\"  srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110.png?resize=958%2C1024&amp;ssl=1 958w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110.png?resize=281%2C300&amp;ssl=1 281w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110.png?resize=768%2C821&amp;ssl=1 768w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Bates-Brand-Wheel-110.png?w=1169&amp;ssl=1 1169w\" sizes=\"(max-width: 580px) 100vw, 580px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">Bates Brand Wheel<\/h5><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-plain\" href=\"http:\/\/www.brandholosphere.com\/bates-brand-wheel\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"\"><span class=\"ugb-button--inner\">mehr<\/span><\/a><\/div><\/div><\/div><div class=\"ugb-feature-grid__item ugb-feature-grid__item4\"><div class=\"ugb-feature-grid__image\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"3610\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/identitaetsmodell-burmann\/burmann-identitaetsmodell-icon-109\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Burmann-Identitaetsmodell-icon-109.png?fit=389%2C408&amp;ssl=1\" data-orig-size=\"389,408\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Burmann-Identitaetsmodell-icon-109\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Burmann-Identitaetsmodell-icon-109.png?fit=286%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Burmann-Identitaetsmodell-icon-109.png?fit=389%2C408&amp;ssl=1\" class=\"ugb-img wp-image-3610\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Burmann-Identitaetsmodell-icon-109.png?w=207\" alt=\"Identit\u00e4tsmodell von Burmann\"  srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Burmann-Identitaetsmodell-icon-109.png?w=389&amp;ssl=1 389w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/11\/Burmann-Identitaetsmodell-icon-109.png?resize=286%2C300&amp;ssl=1 286w\" sizes=\"(max-width: 389px) 100vw, 389px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">Identit\u00e4tsmodell von Burmann<\/h5><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-plain\" href=\"http:\/\/www.brandholosphere.com\/identitaetsmodell-burmann\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"\"><span class=\"ugb-button--inner\">mehr<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"alignfull wp-block-ugb-feature-grid ugb-feature-grid ugb-6fe8a21 ugb-feature-grid--v2 ugb-feature-grid--columns-3 ugb-feature-grid--design-basic ugb-main-block\"><style>.ugb-6fe8a21 .ugb-img{width:150px;height:auto !important}.ugb-6fe8a21 .ugb-block-title{text-align:center}<\/style><div class=\"ugb-inner-block\"><h2 class=\"ugb-block-title\">Literatur<\/h2><div class=\"ugb-block-content\"><div class=\"ugb-feature-grid__item ugb-feature-grid__item1\"><div class=\"ugb-feature-grid__image\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"2988\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/brand-holosphere-model\/51njoam-x2l-_sx357_bo1204203200_-2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/51njoam-x2L._SX357_BO1204203200_-2.jpg?fit=359%2C499&amp;ssl=1\" data-orig-size=\"359,499\" data-comments-opened=\"0\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"51njoam-x2L._SX357_BO1204203200_-2\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/51njoam-x2L._SX357_BO1204203200_-2.jpg?fit=216%2C300&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/51njoam-x2L._SX357_BO1204203200_-2.jpg?fit=359%2C499&amp;ssl=1\" class=\"ugb-img wp-image-2988\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/51njoam-x2L._SX357_BO1204203200_-2-216x300.jpg?w=150\" alt=\"Strategie und Technik der Markenf\u00fchrung\"  srcset=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/51njoam-x2L._SX357_BO1204203200_-2.jpg?resize=216%2C300&amp;ssl=1 216w, https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/07\/51njoam-x2L._SX357_BO1204203200_-2.jpg?w=359&amp;ssl=1 359w\" sizes=\"(max-width: 216px) 100vw, 216px\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">Strategie und Technik der Markenf\u00fchrung<br><\/h5><p class=\"ugb-feature-grid__description\">Herausgeber:&nbsp;Esch, Franz-Rudolf<br>Ver\u00f6ffentlicht: 2010<\/p><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-plain\" href=\"https:\/\/www.lehmanns.de\/shop\/wirtschaft\/11970514-9783800637171-strategie-und-technik-der-markenfuehrung\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"\"><span class=\"ugb-button--inner\">Erh\u00e4ltlich bei Lehmanns<\/span><\/a><\/div><\/div><\/div><div class=\"ugb-feature-grid__item ugb-feature-grid__item2\"><div class=\"ugb-feature-grid__image\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"808\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/?attachment_id=808\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783835000636.jpg?fit=153%2C216&amp;ssl=1\" data-orig-size=\"153,216\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"9783835000636\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783835000636.jpg?fit=153%2C216&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783835000636.jpg?fit=153%2C216&amp;ssl=1\" class=\"ugb-img wp-image-808\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783835000636.jpg?w=150\" alt=\"Markenmodelle der Praxis\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">Markenmodelle der Praxis<\/h5><p class=\"ugb-feature-grid__description\">Autoren:&nbsp;<strong>Zednik<\/strong>, Anita,&nbsp;<strong>Strebinger<\/strong>, Andreas<br>Ver\u00f6ffentlicht: 2005<\/p><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-plain\" href=\"https:\/\/www.springer.com\/de\/book\/9783835000636\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"\"><span class=\"ugb-button--inner\">Erh\u00e4ltlich bei Springer<\/span><\/a><\/div><\/div><\/div><div class=\"ugb-feature-grid__item ugb-feature-grid__item3\"><div class=\"ugb-feature-grid__image\"><img data-recalc-dims=\"1\" decoding=\"async\" data-attachment-id=\"804\" data-permalink=\"https:\/\/www.brandholosphere.com\/en\/?attachment_id=804\" data-orig-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783658045852.jpg?fit=153%2C217&amp;ssl=1\" data-orig-size=\"153,217\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"9783658045852\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783658045852.jpg?fit=153%2C217&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783658045852.jpg?fit=153%2C217&amp;ssl=1\" class=\"ugb-img wp-image-804\" src=\"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2020\/05\/9783658045852.jpg?w=150\" alt=\"Markenidentit\u00e4tsmodelle\" \/><\/div><div class=\"ugb-feature-grid__content\"><h5 class=\"ugb-feature-grid__title\">Markenidentit\u00e4tsmodelle<\/h5><p class=\"ugb-feature-grid__description\">Autoren:&nbsp;<strong>Radtke<\/strong>, Bernd<br>Ver\u00f6ffentlicht: 2014<\/p><div class=\"ugb-button-container\"><a class=\"ugb-button ugb-button--size-normal ugb-button--design-plain\" href=\"\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"\"><span class=\"ugb-button--inner\">Erh\u00e4ltlich bei Springer Professionals<\/span><\/a><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<p><\/p>\n<ol class=\"footnotes\"><li id=\"footnote_1_261\" class=\"footnote\">vgl. Duncker\/R\u00f6seler\/Fichtl (2015). <em>Marken-Positionierung: Auf der Suche nach verl\u00e4sslichen Instrumenten<\/em>. In Absatzwirtschaft, 12\/2015, S. 78<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_1_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_2_261\" class=\"footnote\">vgl. Esch (2010). <em>Strategie und Technik der Markenf\u00fchrung<\/em>, S. 101; Radtke, <em>Markenidentit\u00e4tsmodelle<\/em> 2014, S. 27<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_2_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_3_261\" class=\"footnote\">vgl. Radtke (2014)<em> Markenidentit\u00e4tsmodelle<\/em>, S.&nbsp;27<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_3_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_4_261\" class=\"footnote\">vgl. Esch (2010). <em>Strategie und Technik der Markenf\u00fchrung<\/em>, S. 101<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_4_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_14_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_5_261\" class=\"footnote\"><a href=\"https:\/\/www.esch-brand.com\/glossar\/markensteuerrad\/\">Esch \u2013 The Brand Consultants<\/a>; <a href=\"https:\/\/www.esch-brand.com\/wp-content\/uploads\/2020\/05\/Whitepaper-Markenidentit\u00e4t-und-Positionierung-l-Die-Entwicklung-starker-Marken.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><em>&#8220;Whitepaper Identit\u00e4t &amp; Positionierung: Die Entwicklung starker Marken&#8221;<\/em> S.9<\/a><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_5_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_6_261\" class=\"footnote\">vgl. Esch, 2010, S. 104; Radtke, <em>Markenidentit\u00e4tsmodelle<\/em> 2014, S.&nbsp;27<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_6_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_7_261\" class=\"footnote\">vgl. Esch\/Neudecker\/Von Einem, 2010, S. 8<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_7_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_8_261\" class=\"footnote\">vgl. Esch (2010). <em>Strategie und Technik der Markenf\u00fchrung<\/em>,S.&nbsp;101<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_8_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_9_261\" class=\"footnote\"><a href=\"https:\/\/www.esch-brand.com\/glossar\/markensteuerrad\/\">Esch \u2013 The Brand Consultants<\/a><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_9_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_12_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_10_261\" class=\"footnote\">vgl. Esch (2010). <em>Strategie und Technik der Markenf\u00fchrung<\/em>, S.&nbsp;105<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_10_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_11_261\" class=\"footnote\">vgl. Esch (2010). <em>Strategie und Technik der Markenf\u00fchrung<\/em>, S. 106<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_11_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_12_261\" class=\"footnote\">vgl. Esch (2010). <em>Strategie und Technik der Markenf\u00fchrung<\/em>, S. 103-106<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_13_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_13_261\" class=\"footnote\">siehe dazu Esch the Brand Consultants &#8211; <a rel=\"noreferrer noopener\" href=\"https:\/\/www.esch-brand.com\/wp-content\/uploads\/2020\/05\/Whitepaper-Markenidentit\u00e4t-und-Positionierung-l-Die-Entwicklung-starker-Marken.pdf\" target=\"_blank\"><em>&#8220;Whitepaper Identit\u00e4t &amp; Positionierung: Die Entwicklung starker Marken&#8221;<\/em> S.9<\/a><span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_15_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_14_261\" class=\"footnote\">Wechselseitigkeit, Kontinuit\u00e4t, Konsistenz und Individualit\u00e4t \u2013 (vgl. Bur- mann\/Halaszovich\/Hemmann, 2012, S. 36; Baumgarth, 2008, S. 27; Zednik, 2006, S. 17, 18; Bohmann, 2011, S. 35<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_16_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_15_261\" class=\"footnote\">siehe Esch (2010). <em>Strategie und Technik der Markenf\u00fchrung<\/em>, S. 118-120<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_17_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_16_261\" class=\"footnote\">siehe Radtke (2014), <em>Markenidentit\u00e4tsmodelle<\/em>, S. 42<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_18_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_17_261\" class=\"footnote\">vgl. Radtke (2014), <em>Markenidentit\u00e4tsmodelle<\/em>, S. 43<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_19_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><li id=\"footnote_18_261\" class=\"footnote\">Radkte (2014), <em>Markenidentit\u00e4tsmodelle<\/em>,S. 41<span class=\"footnote-back-link-wrapper\">\/\/ (<a href=\"#identifier_20_261\" class=\"footnote-link footnote-back-link\">zur\u00fcck zu Stelle im Text<\/a>)<\/span><\/li><\/ol>","protected":false},"excerpt":{"rendered":"<p>Das Markensteuerrad ist ein Ansatz zur Identit\u00e4tsbestimmung von Marken und geh\u00f6rt zu den meistverwendeten Modellen in Deutschland 1. Es wurde zun\u00e4chst von Icon Added Value erfunden, sp\u00e4ter durch Esch weiterentwickelt 2 und stellt den Versuch dar, eine strategische Ausrichtung nachvollziehbar wiederzugeben und zu visualisieren. Der wesentliche Aspekt der Weiterentwicklung war die Verzahnung der Module untereinander [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2481,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"templates\/template-full-width.php","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[3,4],"tags":[126,71,65,67,45,68,43,64,73,66,127],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"en","enabled_languages":["de","en"],"languages":{"de":{"title":true,"content":true,"excerpt":false},"en":{"title":false,"content":false,"excerpt":false}}},"jetpack_publicize_connections":[],"featured_image_urls_v2":{"full":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&ssl=1",926,909,false],"thumbnail":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?resize=150%2C150&ssl=1",150,150,true],"medium":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=300%2C294&ssl=1",300,294,true],"medium_large":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=580%2C569&ssl=1",580,569,true],"large":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=580%2C569&ssl=1",580,569,true],"1536x1536":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&ssl=1",926,909,true],"2048x2048":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&ssl=1",926,909,true],"post-thumbnail":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&ssl=1",926,909,true],"twentytwenty-fullscreen":["https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&ssl=1",926,909,true]},"post_excerpt_stackable_v2":"<p>Das Markensteuerrad ist ein Ansatz zur Identit\u00e4tsbestimmung von Marken und geh\u00f6rt zu den meistverwendeten Modellen in Deutschland 1. Es wurde zun\u00e4chst von Icon Added Value erfunden, sp\u00e4ter durch Esch weiterentwickelt 2 und stellt den Versuch dar, eine strategische Ausrichtung nachvollziehbar wiederzugeben und zu visualisieren. Der wesentliche Aspekt der Weiterentwicklung war die Verzahnung der Module untereinander sowie die Integration eines weiteren, f\u00fcnften Bestandteils im Zentrum des Modells 3. Das Markensteuerrad eignet sich in seiner Eigenschaft als Identit\u00e4tsmodell f\u00fcr die systematische Markenanalyse und deren Durchsetzung im Sinne der Konsistenz, nicht aber zu der (im Namen implizierten) aktiven Steuerung einer Marke im Sinne&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/www.brandholosphere.com\/en\/category\/brand-models\/\" rel=\"category tag\">Brand Models<\/a>, <a href=\"https:\/\/www.brandholosphere.com\/en\/category\/brand-models\/brand-steering-wheel\/\" rel=\"category tag\">Brand Steering Wheel<\/a>","author_info_v2":{"name":"Uli Dr\u00f6mann","url":"https:\/\/www.brandholosphere.com\/en\/author\/ulidroe\/"},"comments_num_v2":"0 comments","featured_image_src":"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&ssl=1","author_info":{"display_name":"Uli Dr\u00f6mann","author_link":"https:\/\/www.brandholosphere.com\/en\/author\/ulidroe\/"},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.brandholosphere.com\/wp-content\/uploads\/2018\/06\/Markensteuerrad-Icon-70-1.png?fit=926%2C909&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p9ZJnf-4d","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/261"}],"collection":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/comments?post=261"}],"version-history":[{"count":111,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/261\/revisions"}],"predecessor-version":[{"id":4551,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/posts\/261\/revisions\/4551"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/media\/2481"}],"wp:attachment":[{"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/media?parent=261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/categories?post=261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.brandholosphere.com\/en\/wp-json\/wp\/v2\/tags?post=261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}