A Contemporary Approach to Holistic Brand Communication
Journal
Marketing review St. Gallen : die neue Thexis-Marketingfachzeitschrift für Theorie und Praxis
ISSN
1865-6544
Type
journal article
Date Issued
2021
Author(s)
Abstract (De)
Brand-consumer interactions have changed radically over the past two decades. In this article, we outline a holistic approach to brand communication, taking into account the current communication landscape. We discuss the present importance of brand identities and specify four core fields of modern brand communication and their joint relevance for brand-consumer relationships. Finally, we identify specific management qualities relevant to navigating brands through an all new world of brand communication.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Refereed
Yes
Publisher
Thexis Verlag
Publisher place
St. Gallen
Number
2 / 2021
Start page
10
End page
18
Pages
8
Subject(s)
Eprints ID
263349