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DEPARTMENT INFORMATION
Bachelorarbeit
Zwischen Authentizität und Inszenierung – Eine empirische Studie zum Erfolg von Testimonials in der Markenkommunikation vorgelegt von Julian Krugmann Medien und Information erster Prüfer: Prof. Dr. Hardy Gundlach zweiter Prüfer: Prof. Dr. Ulrich Hofmann Hamburg, 03. März 2014
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Zusammenfassung
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Inhaltsverzeichnis
ZUSAMMENFASSUNG II
INHALTSVERZEICHNIS IV
ABBILDUNGSVERZEICHNIS VII
TABELLENVERZEICHNIS VIII
ABKÜRZUNGSVERZEICHNIS IX
1 EINLEITUNG 1
1.1 Testimonialwerbung im Wandel .......................................................................... 2 1.2 Fragestellung und Hypothesen ........................................................................... 3 1.3 Aufbau der Arbeit ................................................................................................ 4
2 BEGRIFFSDEFINITIONEN 6
2.1 Werbung .............................................................................................................. 6 2.2 Werbewirkung ..................................................................................................... 8 2.3 Marke ................................................................................................................ 10 2.4 Markenkommunikation ...................................................................................... 12 2.5 Testimonials ...................................................................................................... 13
3 GRUNDLAGEN DER WERBUNG 15
3.1 Funktionen der Werbung ................................................................................... 15 3.1.1 Ökonomische Funktionen ...................................................................... 15 3.1.2 Psychologische Funktionen ................................................................... 16 3.1.3 Gesellschaftliche Funktionen ................................................................. 17
3.2 Zielsetzungen der Werbung .............................................................................. 17 3.3 Grundsätze der Werbung .................................................................................. 19
3.3.1 Wirksamkeit ........................................................................................... 19 3.3.2 Wahrheit ................................................................................................ 20 3.3.3 Klarheit ................................................................................................... 20 3.3.4 Wirtschaftlichkeit .................................................................................... 21
3.4 Rechtliche Rahmenbedingungen ...................................................................... 21 3.5 Werbemittel und Werbeträger ........................................................................... 22 3.6 Werbewirkungsmodelle ..................................................................................... 24
3.6.1 S-R- und S-O-R-Modelle ....................................................................... 25 3.6.2 Stufenmodelle ........................................................................................ 26
Inhaltsverzeichnis
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3.6.3 Hierarchie-von-Effekten-Modell ............................................................. 27 3.6.4 Elaboration-Likelihood-Modell ............................................................... 29
3.7 Werbewirkungsmessung ................................................................................... 30 3.7.1 Einstellungstests .................................................................................... 31 3.7.2 Erinnerungstests .................................................................................... 31 3.7.3 Aufmerksamkeits- und Aktivierungstests ............................................... 33
4 GRUNDLAGEN DER MARKENPOLITIK 35
4.1 Identitätsbasiertes Markenmanagement ........................................................... 35 4.1.1 Markenidentität ...................................................................................... 36
4.1.1.1 Markenherkunft ........................................................................ 37 4.1.1.2 Markenvision ............................................................................ 38 4.1.1.3 Markenkompetenz ................................................................... 39 4.1.1.4 Markenwerte ............................................................................ 39 4.1.1.5 Markenpersönlichkeit ............................................................... 40 4.1.1.6 Markenleistung ......................................................................... 41
4.1.2 Markenimage ......................................................................................... 41 4.2 Markenpositionierung ........................................................................................ 43 4.3 Markenbekanntheit ............................................................................................ 47 4.4 Markenwahrnehmung und -interpretation ......................................................... 48
4.4.1 Wahrnehmungsprozess ......................................................................... 48 4.4.2 Neuromarketing in der Markenpolitik ..................................................... 49
4.5 Markenvertrauen ............................................................................................... 51 4.6 Markenauthentizität ........................................................................................... 52
5 EINSATZ VON TESTIMONIALS IN DER MARKENKOMMUNIKATION 54
5.1 Entwicklung von Testimonialwerbung in Deutschland ...................................... 54 5.2 Funktionen und Ziele von Testimonials ............................................................. 55 5.3 Erfolgsfaktoren von Testimonialwerbung .......................................................... 56
6 EMPIRISCHE STUDIE 58
6.1 Methodik und Vorgehensweise ......................................................................... 58 6.1.1 Aufbau des Fragebogens ...................................................................... 58 6.1.2 Auswahl der Fallbeispiele ...................................................................... 60 6.1.3 Stichprobenrekrutierung ........................................................................ 62
6.2 Auswertung der gewonnenen Daten ................................................................. 63 6.2.1 Allgemeine Einstellung zu Werbung ...................................................... 64 6.2.2 Einstellung zu Testimonialwerbung ....................................................... 68 6.2.3 Prominente vs. Durchschnittsbürger ...................................................... 70 6.2.4 Testimonial-Marken-Zuordnung ............................................................. 78
6.3 Ableitung der Ergebnisse .................................................................................. 88 6.3.1 Nutzwertanalyse der Testimonials ......................................................... 90 6.3.2 Zusammenfassung der Ergebnisse ....................................................... 91
Inhaltsverzeichnis
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7 ÜBERPRÜFUNG DER HYPOTHESEN 92
8 HANDLUNGSEMPFEHLUNGEN 94
9 KRITISCHE REFLEXION UND AUSBLICK 97
LITERATURVERZEICHNIS X
ANHANG XX
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Abbildungsverzeichnis!
Abbildung 1: Verbindung der Kommunikationsprozesse ..................................................... 7 Abbildung 2: Zielsystem der Werbung ............................................................................... 18 Abbildung 3: Das klassische Wirkungsmodell ................................................................... 25 Abbildung 4: Grundmodell des identitätsbasierten Markenführungsansatzes ................... 35 Abbildung 5: Komponenten des Markenimages ................................................................ 42 Abbildung 6: Normziele der Positionierung ....................................................................... 45 Abbildung 7: Subjektivität der Wahrnehmung ................................................................... 49 Abbildung 8: Der Pilot und der Autopilot des menschlichen Gehirns ................................ 50 Abbildung 9: Altersverteilung der Befragten ...................................................................... 63 Abbildung 10: Bildungsgrad der Befragten ........................................................................ 64 Abbildung 11: Allgemeine Einstellung zu Werbung ........................................................... 65 Abbildung 12: Störfaktor der einzelnen Werbeträger ........................................................ 66 Abbildung 13: Allgemeine Einstellung zu Testimonialwerbung ......................................... 68 Abbildung 14: Eigenschaften von Testimonialwerbung ..................................................... 69 Abbildung 15: Interesse an Testimonialwerbung ............................................................... 70 Abbildung 16: Vertrauenswürdigkeit der Testimonialtypen ............................................... 71 Abbildung 17: Aufmerksamkeit bei Testimonialwerbung ................................................... 73 Abbildung 18: Vergleich zwischen den Testimonialtypen anhand des AIDA-Modells ....... 74 Abbildung 19: Vergleich der Eigenschaften zwischen den Testimonialtypen .................... 75 Abbildung 20: Testimonialzuordnung nach Branche ......................................................... 77 Abbildung 21: Testimonialzuordnung zu unterschiedlichen Marken ................................. 79 Abbildung 22: Markenzuordnung bei Daniela Katzenberger ............................................. 80 Abbildung 23: Markenzuordnung bei Nazan Eckes ........................................................... 81 Abbildung 24: Markenzuordnung bei den Klitschkos ......................................................... 82 Abbildung 25: Markenzuordnung bei George Clooney ...................................................... 83 Abbildung 26: Markenzuordnung bei Thomas Gottschalk ................................................. 84 Abbildung 27: Markenzuordnung bei Heidi Klum .............................................................. 85 Abbildung 28: Markenzuordnung bei Lena Meyer-Landrut ............................................... 86 Abbildung 29: Markenzuordnung bei Durchschnittsbürgern .............................................. 87 Abbildung 30: Vergleich der Trefferquote bei den Marken- bzw.
Testimonialzuordnungen ............................................................................ 88
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Tabellenverzeichnis
Tabelle 1: Hypothesenaufstellung ....................................................................................... 4 Tabelle 2: Beurteilungskriterien für die Kontaktqualität eines Werbeträgers ..................... 23 Tabelle 3: Beurteilungskriterien für Werbemittel ................................................................ 24 Tabelle 4: Hierarchie-von-Effekten der Werbewirkung ...................................................... 28 Tabelle 5: Nutzwertanalyse von Testimonialwerbung ....................................................... 90
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Abkürzungsverzeichnis
AIDA Attention, Interest, Desire, Action
BBDO Werbeagentur benannt nach ihren
Gründern Batten, Barton, Durstine &
Osborn
bspw. beispielsweise
bzw. beziehungsweise
d.h. das heißt
dfv Deutscher Fachverlag
EnBW Energie Baden-Württemberg
EU Europäische Union
GfK Gesellschaft für Konsumforschung
GG Grundgesetz
IMAS International Institut für Markt- und Sozial-analysen
MarkenG Markengesetz
POS Point of Sale
PR Public Relations (Öffentlichkeitsarbeit)
RStV Rundfunkstaatsvertrag
S-O-R-Modell Stimulus-Organismus-Reaktions-
Modell
S-R-Modell Stimulus-Response-Modell
UWG Gesetz gegen den unlauteren
Wettbewerb
W&V Werben & Verkaufen (Fachmagazin
für Kommunikation und Medien)
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1 Einleitung
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Einleitung
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G:)%(!,($CC(!,%./!6%$!M&*-$?!:8!$,!@+!$%#$)!A*#6$C!%#!6$&!A$&8$8&*#./$!/%#,%./(C%./!6$,!E%#,*(@$,!9:#!F$,(%):#%*C,!5:))(!+#6!=%$!,%./!6%$,$&!4+H$&(B!7+2-&+#6!6$,,$#!=%&6!%#!6$&!9:&C%$-$#6$#!7&8$%(!6$&!E%#,*(@!+#6!E&2:C-!9:#!1&:)%#$#($#!F$,(%):#%*C,!%)! S$&-C$%./! @+! D+&./,./#%((,8I&-$&#! )%(/%C2$! 9$&,./%$6$#$&! E%-$#,./*2($#! +#($&<,+./(?!+)!,./C%$HC%./!$%#$!7+,,*-$!I8$&!6%$!E%-#+#-!6$&! N$=$%C%-$#!Fa1$#!9:#!3*&<5$#8:(,./*2($&#! (&$22$#! @+! 50##$#B! ")!S:&2$C6! 50##$#! 2:C-$#6$!>a1:(/$,$#! *+2-$<,($CC(!=$&6$#?!6%$!%)!'+-$!6$&!7&8$%(!)%(/%C2$!$%#$&!$)1%&%,./$#!P#($&,+./+#-!+#($&<,+./(!=$&6$#n!
! "#$%&'()(*+%,-./0(,.*1!
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"#$%&'()(!3!D+&./,./#%((,8I&-$&! ,%#6! *+(/$#(%,./$&! +#6! ,:)%(! *+./! 9$&(&*+<$#,=I&6%-$&!*C,!;&:)%#$#($!%#!6$&!3*&5$#5:))+#%5*(%:#B!!
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678(//(!29!"#$%&'()(*7.+)&(//.*1!
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1.3 Aufbau der Arbeit
D%$!9:&C%$-$#6$!7&8$%(!-C%$6$&(!,%./!%#!)$/&$&$!F$%C$B!A4/&$#6!6*,!$&,($!K*1%($C!%#!6%$!F/$<)*(%5!$%#2I/&(!+#6!6$#!'=$.5!,:=%$!6%$!6*)%(!9$&8+#6$#$#!M&*-$,($CC+#-!+#6!>a1:(/$,$#!$&C4+($&(?!6$2%#%$&(!6*,! @=$%($!6%$!>*+1(8$-&%22$?! *+2!6$#$#! ,%./!6%$!7&8$%(! ,(I(@(?!+)!$%#$#!O8$&8C%.5!@+!9$&,./*22$#!+#6!$%#!S$&,(4#6#%,!2I&!6%$!F/$)*(%5!@+!$#(=%.5$C#B!!
Einleitung
! k!
D$&! 6&%(($! F/$)$#8C:.5! %,(! 6$&! (/$:&$(%,./$! F$%C! 6$&! 7&8$%(! +#6! -$/(! 6$(*%CC%$&($&! *+2! 6%$!`&+#6C*-$#! $%#B! E&! =%&6! ,./C%$HC%./! %#! 6&$%! K*1%($C! +#($&-C%$6$&(n! A$&8+#-?! 3*&5$#1:C%(%5!+#6!F$,(%):#%*C,!%#!6$&!3*&5$#5:))+#%5*(%:#B!"#!6$)!K*1%($C!b`&+#6C*-$#!6$&!A$&8+#-c!-$/(!$,!+)!6%$!M+#5(%:#$#?!`&+#6,4(@$!+#6!'%$C,$(@+#-$#!9:#!A$&8+#-B!D$,!A$%($&$#!=%&6!*+2!6%$! 9$&,./%$6$#$#!A$&8$=%&5+#-,):6$CC$! $%#-$-*#-$#?! 6%$! @+)!F$%C! *C,!`&+#6C*-$! 2I&!6%$! $)1%&%,./$!P#($&,+./+#-!6%$#$#! ,:CC$#B!D*&*+2! 2:C-$#6!=%&6! ,%./!6$#! b`&+#6C*-$#!6$&!3*&5$#1:C%(%5c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bF$,(%):#%*C,!%#!6$&!3*&5$#5:))+#%5*(%:#cB!"#!6%$,$)!K*1%($C!=$&6$#!6%$!/%,(:&%,./$#!`&+#6C*-$#!9:#!3*&5$#8:(,./*2($&#!%#!D$+(,./C*#6!*+2-$2I/&(!+#6!@+6$)! %/&$! 8$9:&@+-($#! M+#5(%:#$#!+#6!'%$C,$(@+#-$#! *+2-$@$%-(?! 6%$!P#($&#$/)$#! %/#$#!@+&$./#$#B!A$%($&/%#!,:CC$#!6%$!E&2:C-,2*5(:&$#!6*&-$C$-(!=$&6$#?!6%$!,:=:/C!8$%!6$)!E%#<,*(@!9:#!;&:)%#$#($#!*C,!*+./!8$%!6$#!D+&./,./#%((,8I&-$&#!9:#!-&:H$&!Q$6$+(+#-!,%#6B!!
D$&!#4./,($!F/$)$#8C:.5!%,(!6$&!1&*5(%,./$!F$%C!6$&!7&8$%(!+#6!8$,./&$%8(!6%$!b$)1%&%,./$!P#($&,+./+#-c! /%#,%./(C%./! 6$,! E&2:C-,! 9:#! ;&:)%#$#($#! +#6! D+&./,./#%((,8I&-$&#! %#! 6$&!3*&5$#5:))+#%5*(%:#B!'+!Q$-%##!=%&6!-$#*+$&!*+2!6%$!3$(/:6%5!+#6!S:&-$/$#,=$%,$!6$&!G(+6%$!$%#-$-*#-$#B!D*&*+2! 2:C-$#6!=$&6$#!6%$!E&-$8#%,,$!*+,-$=$&($(!+#6!,./C%$HC%./!*#</*#6!$%#$&!L+(@=$&(*#*Ca,$!9$&-C%./$#!+#6!%#($&1&$(%$&(B!")!7#,./C+,,!6*&*#!=$&6$#!6%$!%)!$&,($#!K*1%($C!:22$#-$C$-($#!>a1:(/$,$#!I8$&1&I2(!+#6!$&C4+($&(B!
7#/*#6!6$&!E&-$8#%,,$!6$&!P#($&,+./+#-!+#6!6$&!(/$:&$(%,./$#!`&+#6C*-$#!50##$#!>*#6<C+#-,$)12$/C+#-$#!2I&!P#($&#$/)$#!*+,-$,1&:./$#!=$&6$#B!G./C%$HC%./!=$&6$#!6%$!E&-$8<#%,,$! 6$&! 7&8$%(! 2I&! $%#! M*@%(! 5&%(%,./! &$2C$5(%$&(?! +)! $9$#(+$CC$! M:&,./+#-,$)12$/C+#-$#!6*&@+C$-$#B
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! s!
2 Begriffsdefinitionen
2.1 Werbung
VP#($&!A$&8+#-!9$&,($/(!)*#!6%$!8$*8,%./(%-($!Q$$%#2C+,,+#-!9:#!)*&5(&$C$9*#($#!E%#,($C<C+#-$#! +#6! S$&/*C($#,=$%,$#! :/#$! 2:&)$CC$#! '=*#-! +#($&! E%#,*(@! 9:#!A$&8$)%(($C#! +#6!8$@*/C($#!3$6%$#X! YGZ>AE"`Ed! e! GZ>d7FFELEZKEd! [\\h?! GB! UUs^B! G%$! ,:CC! ,./C%$HC%./! 8$@=$<.5$#?! V6%$! 3$%#+#-,&$*C%(4(! %)! 3*&5(! 6$#! $%-$#$#! '%$C9:&,($CC+#-$#! t6$,! P#($&#$/)$#,u!*#@+1*,,$#X!Y;E;ERG
Begriffsdefinitionen
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Begriffsdefinitionen
! j!
L*./!6$&!R*,,=$CC<M:&)$C!=%&6!A$&8+#-!*C,!K:))+#%5*(%:#,1&:@$,,! %#! 2I#2!Q$&$%./$! @$&<-C%$6$&(n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v+$CC$#!6%$!*+2!6%$!+#($&,./%$6C%./$#!Q$&$%./$!$%#=%&5$#!+#6!,:)%(!6*,!E#(<,./CI,,$C#! 6$&! A$&8$8:(,./*2(! $&,./=$&$#B! L$8$#! +#($&#$/)$#,$%-$#$#! G(0&v+$CC$#?! =%$!6*,!P#($&#$/)$#,%)*-$?!=%&5$#!*+./!$p($&#$!")1+C,$?!=%$!6%$!A$&8$)*H#*/)$#!6$&!K:#<5+&&$#($#!:6$&!6*,!,:@%*C$!P)2$C6?!*+2!6$#!E)124#-$&!$%#!+#6!8$$%#2C+,,$#!6$,,$#!"#($&1&$<(*(%:#$#! Y9-CB! G"E`EdF!e!QdE"Z>E"G! [\U\?! GB! U]s! l! GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?! GB! U]2B^B!M*,,(!)*#!6$#!Q$-&%22!6$)-$)4H!@+!$%#$&!D$2%#%(%:#!@+,*))$#?!,:!5*##!6%$,$!2:C-$#6$&)*<H$#!C*+($#n!
2.2 Werbewirkung
D%$!A$&8$=%&5+#-! %,(! *CC-$)$%#! N$6$! d$*5(%:#! :6$&! S$&/*C($#,9$&4#6$&+#-! 6$,!A$&8$*6<&$,,*($#!6+&./!6%$!d$@$1(%:#!9:#!A$&8$*5(%9%(4($#!Y9-CB!3ED"7R"LE![\U]*^B!>%$&8$%!%,(!N$6:./!5$%#!D$($&)%#%,)+,i!$%#$&! 8$,(%))($#!A%&5+#-! 9:&-$,$/$#?!=%$! 6%$,! %#! 6$#!L*(+&=%,,$#<,./*2($#!6$&!M*CC!%,(B!A4/&$#6!6:&(!$%#$!A%&5+#-!6%$!5*+,*C$!M:C-$!$%#$&!P&,*./$!%,(?!,:!-%8(!$,!8$%!$%#$&!A$&8$8:(,./*2(!#%./(!?&#!A$&8$=%&5+#-?!6%$!$&@%$C(!=$&6$#!5*##?!6*!$%#$!/:/$!K:)1C$p%(4(! 6$&! A%&5+#-,)$./*#%,)$#! 8$,($/(! +#6! 6%$! A$&8+#-! @+6$)! +#($&,./%$6C%./!%#($&1&$(%$&(!=$&6$#!5*##B!D%$,!/*(!@+&!M:C-$?!6*,,!+#($&,./%$6C%./$!d$*5(%:#$#!8@=B!S$&/*C<($#,4#6$&+#-$#!*+,-$C0,(!=$&6$#!50##$#!Y9-CB!KRfGG![\\r?!GB!kU^B!D%$!A$&8$=%&5+#-!/4#-(!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!i!D$($&)%#%,)+,! %,(!6%$!R$/&$!V9:#!6$&!5*+,*C$#!tS:&u8$,(%))(/$%(!*CC$#!`$,./$/$#,!+#6!>*#6$C#,X!YD+6$#![\U]^!
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Begriffsdefinitionen
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2.3 Marke
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2.4 Markenkommunikation
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2.5 Testimonials
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Begriffsdefinitionen
! Ui!
2I&!$%#$!3*&5$!,($/$#!+#6!6$&$#!L*)$#!*#-$#:))$#!/*8$#?!=%$!6%$,!8$%!bK41(y#!"-C:c!:6$&!bP#.C$!Q$#y,c!6$&!M*CC!%,(B!G$C($#$&!*C,!8$%!6$#!79*(*&$#!50##$#!6%$!F$,(%):#%*C,!*+./!E%-$#<#*)$#!/*8$#B!D:./!6%$!=:/C!/4+2%-,($!S$&=$#6+#-!6$&!#%./(1&:)%#$#($#!d$1&4,$#(*#($#!C%$-(!8$%!6$#!;$&,:#$#!:/#$!:22%@%$CC$#!L*)$#?!=%$!8$%,1%$C,=$%,$!8$%!6$&!bK#:11$&,c!A$&<8+#-!b3:&-$#,!+)!/*C8!@$/#!%#!D$+(,./C*#6c!Y9-CB!K"R"7L
Grundlagen der Werbung
! Uk!
3 Grundlagen der Werbung
3.1 Funktionen der Werbung
D%$!M+#5(%:#!6$&!A$&8+#-!=%&6!#*./!d";;ER!YUhrk?!GB!s\^!*C,!):6$&#$!A%&(,./*2(,=$&8+#-!6$2%#%$&(?!6%$! ,%./! V%)!d*/)$#!6$,! ,(&*($-%,./$#!E%#,*(@$,!*CC$&!=%./(%-$#!3*&5$(%#-%#,(&+<)$#($!+)!6%$!Q$$%#2C+,,+#-!6$&!E#(,./$%6+#-!6$,!S$&8&*+./$&,!@+-+#,($#!6$,!8$=:&8$#$#!;&:6+5(,! t8$)I/(u?!=:8$%! 6$&! S$&8&*+./$&5&$%,! *C,! '%$C1$&,:#! 8$,:#6$&,! ,1$@%2%@%$&(!=%&6!+#($&! Q$&I.5,%./(%-+#-! &$C$9*#($&! 1,a./:C:-%,./$&! M*5(:&$#XB! D:./! 6$#! =$&8C%./$#! 3*H<#*/)$#! 50##$#! 9$&,./%$6$#$#! M+#5(%:#$#! @+5:))$#?! 6%$! *8$&! %)! $#-$#! '+,*))$#/*#-!@+$%#*#6$&!,($/$#B!L$8$#!6$#!=%&(,./*2(C%./$#!+#6!-$,$CC,./*2(C%./$#!7,1$5($#!6$&!A$&8+#-!5*##!,%$!*+./!1,a./:C:-%,./!:&%$#(%$&(!,$%#!Y9-CB!GZ>3"DF![\\i?!GB![i\! l!d";;ER?!Uhrk?!GB!js^!+#6!,:)%(!@+&!VQ$$%#2C+,,+#-!5:#,+)(%9$&!E#(,./$%6+#-$#X!Yd";;ER!Uhrk?!GB!js2B^!,:&-$#B!G:!C4,,(!,%./!C$(@($#6C%./!$&5$##$#?!6*,,!6%$!):6$&#$!A$&8+#-!2*,(!*CC$!Q$&$%./$!6$,!)$#,./C%<./$#!'+,*))$#,$%#,!8$$%#(&4./(%-(!Y9-CB!d";;ER?!Uhrk?!GB!js^B!")!M:C-$#6$#!=$&6$#!6%$!$%#<@$C#$#!M+#5(%:#$#!#4/$&!6+&./C$+./($(?!+)!6%$!@$#(&*C$!d:CC$!6$&!A$&8+#-!6*&@+C$-$#B!
3.1.1 Ökonomische Funktionen
7C,!S:&*+,,$(@+#-!2I&!N$6$!=$&8C%./$!75(%9%(4(!-%C(!$%#$!2&$%$!+#6!=$((8$=$&8,+#8$$%#2C+,,($!S:C5,=%&(,./*2(B! >%$&8$%! 6%$#(! A$&8+#-! 9:&! *CC$)! *C,! G($+$&+#-,$C$)$#(! 6$&! -$,*)(=%&(<,./*2(C%./$#! ;&:@$,,$! Y9-CB! d";;ER! Uhrk?! GB! jr^B! G./C%$HC%./! $&@$+-(! 6%$! A$&8$=%&(,./*2(!S:C5,$%#5:))$#?! 8$,./C$+#%-(! @+6$)! ;&:@$,,$! 6$,! >*#6$C,! +#6! ,:&-(! 2I&! 7#-$8:(! +#6!L*./2&*-$!*+2!6$)!A$&8$)*&5(B!G%$!%,(!$%#!=%./(%-$&!Q$,(*#6($%C!6$,!3*&5$(%#-<3%p?!=:&*+,!*+,! )%5&:05:#:)%,./$&s!G%./(! 6%$! S$&*#(=:&(+#-! @+&! G%./$&+#-! 6$,! Q$,(*#6,! ,:=%$! @+&!S$&8$,,$&+#-!6$&!3*&5(./*#.$#!/$&9:&-$/(! Y9-CB! GZ>3"DF![\\i?! GB! [i\^B!D*,!S$&/*C($#!6$&!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!s!3%5&:05:#:)%$n!VD%$!3%5&:05:#:)%5!*#*Ca,%$&(!6%$!E#(,./$%6+#-,1&:8C$)$!+#6!K::&6%#*(%:#,9:&<-4#-$?!6%$!*+2-&+#6!6$&!7&8$%(,($%C%-5$%(!6$,!;&:6+5(%:#,1&:@$,,$,!#:(=$#6%-!=$&6$#B!G%$!,$(@(!-&+#6,4(@C%./!*#!6$#!"#6%9%6+*C%(4($#!6$,!A%&(,./*2(,1&:@$,,$,!*#?!#4)C%./!6$#!A%&(,./*2(,,+8N$5($#!Y>*+,/*C($?!P#($&#$/)$#?!G(**(^!$%#$&,$%(,!+#6!6$#!$%#@$C#$#!`I($&#!*#6$&$&,$%(,XB!Y;"EKELQdfZK![\U]^!
Grundlagen der Werbung
! Us!
3*&5(($%C#$/)$&! 8@=B! 6$&!A$((8$=$&8$&! +#($&C%$-(! $%#$&!A$((8$=$&8,,%(+*(%:#?! 6%$! 6+&./!6$#!3*&5(@=*#-!$#(,($/(B!D%$,! &+2(!$%#$!#:(=$#6%-$!Da#*)%5! %)!3*&5(!/$&9:&B!D%$!)%5&:<05:#:)%,./$#!7,1$5($! ,%#6! N$6:./! 9:#! 6$#!)*5&:05:#:)%,./$#!E#(=%.5C+#-$#! *8/4#-%-B!S$&,./%$6$#$! 7#*Ca,$#! 9:#! F$%C)4&5($#! /*8$#! $&-$8$#?! 6*,,! G(0&+#-$#! =%$! ;&42$&$#@8%C<6+#-!$%#$&!3*&5$!:6$&!$%#$,!;&:6+5($,!,:=%$!+#5*C5+C%$&8*&$!E%#2CI,,$!6%$,$!M+#5(%:#!+#6!6%$!6*)%(!@+,*))$#/4#-$#6$#!S$&*#(=:&(C%./5$%($#!,(*&5!8$$%#2C+,,$#!50##$#!Y9-CB!d";;ER!Uhrk?!G!jj2B^B!
3.1.2 Psychologische Funktionen
A$&8+#-!8$,%(@(!#$8$#!6$#!05:#:)%,./$#!*+./!1,a./:C:-%,./$!M+#5(%:#$#B!G:!%,(!9%$C$!g*/&$!,./:#!8$5*##(?!6*,,!E#(,./$%6+#-$#!6$,!K:#,+)$#($#!=%$!@+)!Q$%,1%$C!6$&!K*+2!#%./(!#+&!6+&./!6$#!`&+#6#+(@$#!:6$&!6+&./!6$#!;&$%,!-$(&:22$#!=$&6$#?!,:#6$&#!*+./!*+,!1,a./:C:<-%,./$)!>*#6$C#B!A$&8+#-!(&4-(!6*@+!$%#!-&:H$,!G(I.5!8$%?!6*!,%$!2I&!6%$!Q$$%#2C+,,+#-!,:C<./$&!E#(,./$%6+#-,1&:@$,,$! ,:&-(B! '=%,./$#!6$)!P)=:&8$#$#!+#6!6$)!8$=:&8$#$#!;&:<6+5(!:6$&!6$&!8$=:&8$#$#!3*&5$!5:))(!$,!@+!%&&*(%:#*C$#!S$&8%#6+#-$#?!6%$!,%./!#%./(!:/<#$!=$%($&$,!)$,,$#! C*,,$#!Y9-CB!d";;ER!Uhrk?!GB!jj2B^B! ")!D$(*%C!50##$#!6%$!1,a./:C:-%,./$#!M+#5(%:#$#!6$&!A$&8+#-!%#!9%$&!K*($-:&%$#!*+2-$,./CI,,$C(!=$&6$#n!!
7#! $&,($&! G($CC$! /*(!A$&8+#-! %#! 6$&! ;,a./:C:-%$! 6%$! D*+%,-7&0%*)+.*:&0%*B! G%$! %#2:&)%$&(!6$#!K:#,+)$#($#!I8$&!6%$!=$,$#(C%./$#!E%-$#,./*2($#!+#6!S:&($%C$!6$,!;&:6+5(,!:6$&!6$&!3*&5$B!G:)%(!2I/&(!,%$!@+!$%#$&!9$&8$,,$&($#!3*&5((&*#,1*&$#@B!!
D$,!A$%($&$#!,1%$C(!%#!6$&!A$&8+#-!*+./!6%$!3:(%9*(%:#!$%#$!-&:H$!d:CC$B!D$&!-%&0;7&0%*7/(!>)$(:&! ,:CC! ,./C%$HC%./!$%#$!S$&4#6$&+#-!8$%)!K:#,+)$#($#!/$&9:&&+2$#?!+)!6%$!7+,&%./<(+#-!6$&!Q$6I&2#%,,$!*+2!6*,!8$=:&8$#$!;&:6+5(!@+! C$#5$#B! ")!"6$*C2*CC!5:))(!$,!8$%!6$)!K:#,+)$#($#!@+&!;&42$&$#@8%C6+#-?!6%$!6*,!;&:6+5(!%#!Q$@+-!*+2!9$&-C$%./8*&$!K:#5+&&$#<@*#-$8:($!*((&*5(%9$&!$&,./$%#$#!C4,,(!Y9-CB!GZ>3"DF
Grundlagen der Werbung
! Ur!
D%$! 9%$&($! +#6! 6*)%(! C$(@($! 1,a./:C:-%,./$! M+#5(%:#! 6$&!A$&8+#-! %,(! ,./C%$HC%./! 6%$!G(,A)&C,:.*1)+.*:&0%*B!D%$,$!M+#5(%:#!=%&6!*C,!S$&,(4&5+#-!%#!6$&!7#*C:-%$!@+)!`$8&*+./!*+2!6$)!`$8%$(! 6$&! 5C*,,%,./$#!K:#6%(%:#%$&+#-! 9$&,(*#6$#B!D*,!8$6$+($(?! 5:))(! $,!8$%! $%#$&!A$&8+#-! @+&!=%$6$&/:C($#!K:11C+#-! +#6!D*&8%$(+#-! $%#$,! G%-#*C,!=%$! @+)!Q$%,1%$C! $%#$&!3$C:6%$!%#!S$&8%#6+#-!)%(!$%#$&!3*&5$?!,:!8%C6$(!6$&!K:#,+)$#(!*,,:@%*(%9$!S$&8%#6+#-$#B!'+! $%#$)! ,14($&$#! '$%(1+#5(! 50##$#!6%$,$!7,,:@%*(%:#$#! 8$,(%))($!d$*5(%:#$#!/$&9:&&+<2$#?!=$##!6$&!K:#,+)$#(!C$6%-C%./!$%#$)!F$%C!6$,!G%-#*C,!*+,-$,$(@(!%,(!Y9-CB!GZ>3"DF
Grundlagen der Werbung
! Uj!
3*&5$(%#-<3%p! )%(! 6$&! ;&:6+5(<?! ;&$%,<?! D%,(&%8+(%:#,<! +#6! K:))+#%5*(%:#,1:C%(%5! ,1%$C$#!*+./!$p($&#$!M*5(:&$#!=%$!5:#N+#5(+&$CC$!`$-$8$#/$%($#!:6$&!6$&!3*&5$(%#-<3%p!6$&!A$((<8$=$&8$&! $%#$! -&:H$! d:CC$! %#! 6$&! Q$$%#2C+,,+#-! 6$&! 05:#:)%,./$#! '%$C$B! G:)%(! 6$2%#%$&(!KRfGG!Y[\\r?!GB!UhU^!A$&8+#-!9:&$&,(!*C,!$%#$!5:))+#%5*(%9$!`&0H$?!6%$! %#2:C-$6$,,$#!+#<)%(($C8*&!*+./!#+&!5:))+#%5*(%9$!`&0H$#!8$$%#2C+,,$#!5*##B!D%$,$!`&0H$#!)I,,$#!9:&!N$<6$&!A$&8$)*H#*/)$!V1&4@%,$!2:&)+C%$&(?!,./&%2(C%./!2%p%$&(!+#6!)$,,8*&!,$%#X!YKRfGG
Grundlagen der Werbung
! Uh!
A4/&$#6!6%$!)&,7&(10)?'(*! H0(/(! 2$,(C$-$#?!=$C./$!A%&5+#-! $&@%$C(!=$&6$#! ,:CC?! ,:! @$%-$#!6%$!%$(,7&0;(*! H0(/(?! *+2!=$C./$!7&(! +#6!A$%,$! 6%$! '%$C$! @+! $&&$%./$#! ,%#6! Y9-CB! "M>!KqRL![\U]*^B!D%$!,(&*($-%,./$#!A$&8$@%$C$!-$8$#!*C,:!6%$!C*#-2&%,(%-$#!'%$C$!9:&?!6%$!$&&$%./(!=$&<6$#! ,:CC$#?!=%$! @BQB! 6$&!7+28*+!+#6!6%$!78,%./$&+#-! 9:#!A$((8$=$&8,9:&($%C$#! Y9-CB! KRfGG![\\r?!GB!Uh[2^B!>%$&*+,!&$,+C(%$&$#!6%$!:1$&*(%9$#!'%$C$?!6%$!*C,!Vf1$&*(%:#*C%,%$&+#-!6$&!,(&*<($-%,./$#!'%$C$X! YKRfGG![\\r?! GB! Uh[^! @+!9$&,($/$#! ,%#6B!7C,! :1$&*(%9$!'%$C$! ,%#6!8$,:#6$&,!6$&!Q$5*##(/$%(,-&*6?!6*,!")*-$!+#6!6%$!7+2)$&5,*)5$%(!-$$%-#$(?!6*!6%$,$!6%$!Q$6%#-+#-!6$&!3$,,8*&5$%(!$&2ICC$#!Y9-CB!KRfGG![\\r?!GB!Uh[^B!")!`$-$#,*(@!@+!6$#!,(&*($-%,./$#!,%#6!6%$!:1$&*(%9$#!'%$C$!*8$&!5+&@2&%,(%-!+#6!50##$#!)%(!>%C2$!9:#!;&$%,=$&8+#-?!75(%:#,=$&8+#-?!R$%(8%C6=$&8+#-!+#6!F/$)$#=$&8+#-!+)-$,$(@(!=$&6$#!Y9-CB!"M>!KqRL![\U]*^B
3.3 Grundsätze der Werbung
A$&8+#-!5*##!8$%!6$&!'%$C-&+11$!$%#$!/:/$!A%&5+#-!$&&$%./$#?!,:2$&#!,%$!&%./(%-!$%#-$,$(@(!=+&6$B!D$&!E&2:C-!8*+(!6*8$%!*+2!6$#!9%$&!`&+#6,4(@$#!6$&!A$&8+#-!*+2?!+)!6%$!-$=I#,./<($#! K4+2$&&$*5(%:#$#! @+! $&@%$C$#B! L$8$#! 6$#! E%-$#,./*2($#! %#2:&)*(%9?! I8$&@$+-$#6! +#6!-C*+8=I&6%-!@+!,$%#!)+,,!A$&8+#-!-C$%./@$%(%-!A%&5,*)5$%(?!A*/&/$%(?!KC*&/$%(!+#6!A%&(<,./*2(C%./5$%(!#*./=$%,$#!Y9-CB!"M>!KqRL![\U]*!l!Qq>d"L`Ed!e!QO>REd!e!GZ>R7"Z>![\UU?!GB!sUh^B!
3.3.1 Wirksamkeit
D$&!$&,($!`&+#6,*(@!6$&!A$&8+#-!%,(!6%$!A$&8$=%&5,*)5$%(B!D*,!8$6$+($(?!6%$!A$&8$*+,,*-$!+#6!6%$!$%#-$,$(@($#!A$&8$)%(($C!)I,,$#!,:!*+,-$=4/C(!=$&6$#?!6*,,!6%$!'%$C-&+11$!6%&$5(!*#-$,1&:./$#!+#6!%#!O8$&$%#,(%))+#-!)%(!6$)!*#-$,(&$8($#!'%$C!8$$%#2C+,,(!=%&6!Y9-CB!"M>!KqRL![\U]*^B!P)!6$#!8$*8,%./(%-$#!'=$.5!@+!$&&$%./$#?!8$6*&2!$,!$%#$&!-$#*+$#!K$##(#%,!6$&!'%$C-&+11$B!g$!-&0H$&!6%$!+)=:&8$#$!'%$C-&+11$!%,(?!6$,(:!,./=%$&%-$&!%,(!$,!2I&!$%#!P#<($&#$/)$#?!$#(,1&$./$#6!=%&5,*)$!A$&8$)%(($C!@+!2%#6$#B!7+2-&+#6!6$&!/:/$#!D%22$&$#@%$<&+#-!6$&!1,a./:C:-%,./$#!G(&+5(+&! $%#$&! -&:H$#!3*,,$! %,(!6%$!Q$+&($%C+#-!$%#$,!`$,*)($&<2:C-,!$%#$,!8$,(%))($#!A$&8$)%(($C,!,./=%$&%-B!P)!6$#!E&2:C-!$%#$,!A$&8$)%(($C,!*#*Ca,%$<&$#!@+!50##$#?!%,(!@+)!$%#$#!6%$!E&2*/&+#-!9:#!A$&8$1,a./:C:-$#!Y9-CB!Qq>d"L`Ed!e!QO>REd!e!GZ>R7"Z>![\UU?!GB!sUh^!+#6!@+)!*#6$&$#!6%$!E&-$8#%,,$!6+&./-$2I/&($&!;&$($,(,! Y9-CB!78<,./#%((!]Br^!$&2:&6$&C%./?!6%$!6%$!A%&5+#-!9:#!$%#@$C#$#!A$&8$)%(($C#!*#/*#6!9:#!d$1&4,$#<(*#($#!6$&!'%$C-&+11$!)$,,$#!Y9-CB!"M>!KqRL![\U]8^B!!
Grundlagen der Werbung
! [\!
3.3.2 Wahrheit
L$8$#!6$&!A$&8$=%&5,*)5$%(!,1%$C(!%#!6$&!;C*#+#-!$%#$&!A$&8$5*)1*-#$!*+./!6%$!A$&8$<=*/&/$%(!$%#$!-&:H$!d:CC$B!R*+(!wk!78,B!"!6$,!b`$,$(@$,!-$-$#!6$#!+#C*+($&$#!A$((8$=$&8c!YPA`^r!6I&2$#!6%$!A$&8$%#/*C($!6$#!K:#,+)$#($#!#%./(!(4+,./$#?!,:#6$&#!$,!)+,,!-$=4/&<C$%,($(!,$%#?!6*,,!,*./C%./!5:&&$5($!"#/*C($!9$&=$#6$(!=$&6$#!Y9-CB!"M>!KqRL![\U]8^B!'+!F4+<,./+#-$#! @4/C$#! @+)! Q$%,1%$C! O8$&(&$%8+#-$#! ,:=%$! 6*,! S$&=$#6$#! 9:#! G+1$&C*(%9$#! %#!Q$@+-!*+2!6%$!3*&5$B!L$8$#!6$)!S$&,(:H!-$-$#!6*,!PA`!50##$#!F4+,./+#-$#!8@=B!"&&$2I/<&+#-$#!*+./!7+,=%&5+#-$#!*+2!6%$!A%&(,./*2(C%./5$%(!/*8$#B!D%$!L%./(8$*./(+#-!6$&!A*/&</$%(! $%#$&!A$&8$*+,,*-$! 5*##! @=*&! 5+&@2&%,(%-$#! E&2:C-! /$&9:&&+2$#?! *+2! 6$#! *8$&! ,./#$CC!G./*6$#! %#! C*#-2&%,(%-$&!G%./(!*+28*+(l!6$##!=+&6$!$%#!K+#6$!6+&./!6%$!A$&8$,(&*($-%$!-$<(4+,./(?!,:!=%&6!6%$!3*&5$!%#!'+5+#2(!9:#!6$)!K+#6$#!-$)%$6$#!+#6!*+./!%)!1&%9*($#!,:=%$!8$&+2C%./$#!P)2$C6!#$-*(%9!8$=$&($(!Y9-CB!Qq>d"L`Ed!e!QO>REd!e!GZ>R7"Z>![\UU?!GB!sUh^B!D$#<#:./!8C$%8(!$,!$%#!#%./(!+#$&/$8C%./$&!E&)$,,$#,,1%$C&*+)?!=$C./$!7,1$5($!6$&!A*/&/$%(!%#!6$&! 3*&5$#5:))+#%5*(%:#! 1&4,$#(%$&(! +#6! =%$! ,%$! 9$&)%(($C(! =$&6$#B! G./C%$HC%./! /*(! $%#!P#($&#$/)$#!6*,!'%$C?!,$%#$!;&:6+5($!@+!9$&5*+2$#!+#6!#%./(!%#!9:CC,($)!7+,)*H$!6$#!K:#<,+)$#($#!@+!8$&*($#!+#6!6%$!S:&<!+#6!L*./($%C$!6$,!;&:6+5($,!*+2@+@$%-$#!Y9-CB!M"RR![\\U?!GB!ri^B!
3.3.3 Klarheit
D$&!6&%(($!`&+#6,*(@!6$&!A$&8+#-!%,(!6%$!A$&8$5C*&/$%(B!E%#$!A$&8$*+,,*-$!)+,,!6$)#*./!5C*&!+#6!C$%./(!9$&,(4#6C%./!,$%#!+#6!)+,,!,%./!@+6$)!9:#!6$&!K:#5+&&$#@!*8,$(@$#B!E%#!8$<=:&8$#$,!;&:6+5(!:6$&!3*&5$!6*&2!#%./(!)%(!6$&!K:#5+&&$#@!9$&=$./,$C(!=$&6$#!Y9-CB! "M>!KqRL![\U]8!l!Q7RGFEd![\\[?!GB!hj^B!7+H$&6$)!)+,,!,%$!C*+(!w!kj!78,B!"!6$,!d+#62+#5,(**(,<9$&(&*-$,! YdG(S^! 9:)! I8&%-$#! "#/*C(! 6$&! 7#-$8:($! $%#6$+(%-! -$(&$##(! ,$%#! +#6! $,! V6I&2$#!5$%#$! +#($&,./=$CC%-$#! F$./#%5$#! $%#-$,$(@(! =$&6$#X! YdG(S! Y%6M! 9B! UkBeUrBU[B[\U\^! w! kj!78,B! "! G*(@![^B!'+!6$#!+#($&,./=$CC%-$#!F$./#%5$#!@4/C$#!@+)!Q$%,1%$C!6*,!5+&@@$%(%-$!E%#<8C$#6$#!9:#!A$&8$($p($#!+#6!GC:-*#,?!6%$!:/#$!Q$=+,,(,$%#!*+2-$#:))$#!=$&6$#?!N$6:./!$&/$8C%./$!Q$$%#2C+,,+#-,=%&5+#-$#!$&@%$C$#!Y9-CB!37REd![\Ui^B!!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!r!VS$&,(0H(!6*,!S$&/*C($#!9:#!P#($&#$/)$#! %)!=%&(,./*2(C%./$#!A$((8$=$&8!-$-$#!6%$!-+($#!G%(($#?!$#(,($/(! $%#$! 8$,(%))($! M:&)! 6$,! d$./(,8&+./,?! =$C./$! *C,! V+#C*+($&$&! A$((8$=$&8X! 8$@$%./#$(!=%&6X!YgPd7MfdP3![\U]^B!
Grundlagen der Werbung
! [U!
3.3.4 Wirtschaftlichkeit
E%#!=$%($&$&!=%./(%-$&!`&+#6,*(@!%,(!6%$!A%&(,./*2(C%./5$%(?!6%$!$%#$!A$&8$5*)1*-#$!*+2@+<=$%,$#!/*(B!A$&8$$(*(,!&%./($#!,%./!,./C%$HC%./!#*./!6$)!05:#:)%,./$#!;&%#@%1jB!D*,!8$6$+<($(?!6*,,!6%$!K:,($#!6$&!A$&8+#-!%#!$%#$)!9$&#I#2(%-$#!S$&/4C(#%,!@+)!A$&8$$&2:C-!,($/$#!)I,,$#B!A4/&$#6!,%./!N$6:./!6%$!K:,($#!$%#$&!A$&8$)*H#*/)$!5*C5+C%$&$#!C*,,$#?!,:!50#<#$#! 8$%! 6$&!3$,,8*&5$%(! 6$,!A$&8$$&2:C-,! ;&:8C$)$! *+2(&$($#?! 6*! 6%$,$&! ,:=:/C! 5+&@<! *C,!*+./!C*#-2&%,(%-$!M:C-$#!/*8$#!5*##B!g$!#*./!'%$C,$(@+#-!50##$#!6+&./!$%#$!A$&8$5*)1*-#$!*+2!6$&!$%#$#!G$%($!6%$!P),*(@@*/C$#!+#6!6%$!d$#6%($!,($%-$#!+#6!*+2!6$&!*#6$&$#!G$%($!5*##!*+./!$%#$!")*-$,($%-$&+#-!*+2(&$($#B!A4/&$#6!$&,($&$,!-+(!)$,,8*&!%,(?!,:!5*##!8$%!6$&!")*<-$,($%-$&+#-! 5$%#! 5:#5&$($&! A$&(! 2$,(-$,($CC(! =$&6$#! Y9-CB! "M>!KqRL! [\U]8! l! Qq>d"L`Ed! e!QO>REd! e! GZ>R7"Z>! [\UU?! GB! sUh^B! MI&! 6%$! 3$,,8*&5$%(! 6$&!A%&(,./*2(C%./5$%(! $%#$&!A$&8$<5*)1*-#$!%#!Q$@+-!*+2!6%$!P),*(@@*/C$#!=%&6!2:C-$#6$?!*CC-$)$%#$!M:&)$C!9$&=$#6$(n!
!"#$"%&#'()!!"#$%&!!"#$ ! !!"#"$%&'()$*!!!"#$"%&'(%)*
3.4 Rechtliche Rahmenbedingungen
L$8$#!6$#!30-C%./5$%($#!6%$!A$&8+#-!2I&!$%#$!3*&5$!8%$($(?! %,(!6%$,$! N$6:./!*+./!)%(!9$&<,./%$6$#$#!&$./(C%./$#!d*/)$#8$6%#-+#-$#!,:=%$!`&$#@$#!9$&,$/$#B!'+,4(@C%./!50##$#!6%$!`&$#@$#!9:#!A$&8$5*)1*-#$#!*+./!V%#!,$C8,(-$,./*22$#$#!Q$,./&4#5+#-$#!+#6!E/&$#5:6%<@$,X!YGZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]rr^!8$,($/$#B!'=*&!=%&6!A$&8+#-!%#!6$&!P#($&<#$/)$#,,(&*($-%$! *C,! K:))+#%5*(%:#,%#,(&+)$#(! 9$&=$#6$(?! +)! 7+2)$&5,*)5$%(! @+! 8$<5:))$#?!6$##:./!+#($&C%$-(!,%$!9$&,./%$6$#$#!-$,$(@C%./$#!L:&)$#B!D*9%6!f-%C9a?!$%#$&!6$&!8$&I/)($,($#!A$&8$&?!-*8!%)!g*/&!Uhj]!8$&$%(,!2:C-$#6$!E)12$/C+#-!*8n!VL$9$&!&+#!*#!*6<9$&(%,$)$#(! a:+! =:+C6! #:(! =*#(! a:+&! :=#! 2*)%Ca! (:! ,$$Xh!YGZ>AE"`Ed! e! GZ>d7FFELEZKEd![\\h?!GB!]rr^B!
A%$! ,4)(C%./$!F4(%-5$%($#!*+./!+#($&C%$-(!A$&8+#-! %#!D$+(,./C*#6! @+*CC$&$&,(!6$)!b7CC-$<)$%#$#! ;$&,0#C%./5$%(,&$./(,c?! =$C./$,! ,%./! *+,! 6$#! 7&(%5$C#! U! +#6! [! 6$,! `&+#6-$,$(@$,!Y``^!$&-%8(B!D$)@+2:C-$!/*(! N$6$&!3$#,./!6*,!d$./(!I8$&!,$%#$!$%-$#$!;$&,:#!,$C8,(!@+!8$<!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!j!q5:#:)%,./$,! ;&%#@%1! Y*+./n! A%&(,./*2(C%./5$%(,1&%#@%1^! %,(! 6$&! V`&+#6,*(@?! 6*,,! $%#! 8$,(%))($&!E&2:C-!)%(!6$)!-$&%#-,()0-C%./$#!3%(($C$%#,*(@!Y3%#%)*C1&%#@%1^!8@=B!)%(!$%#$)!8$,(%))($#!3%(($C<$%#,*(@!6$&!-&0H()0-C%./$!E&2:C-!Y3*p%)*C1&%#@%1^!$&@%$C(!=$&6$#!,:CCX!YF>f33EL![\U]^!h!D(n!G./*C($!#%$)*C,!$%#$!A$&8+#-?!9:#!6$&!6+!#%./(!=%CC,(?!6*,,!6$%#$!M*)%C%$!,%$!,%$/(B!
Grundlagen der Werbung
! [[!
,(%))$#?! %#=%$2$&#! ,$%#$! 788%C6+#-! :6$&! ,$%#! L*)$! 8$#+(@(! =$&6$#! 6*&2! Y9-CB! GZ>AELKE![\U]^B!!
Q$%! 6$)!A$&8$&$./(! /$&&,./(! 6$&@$%(%-! 6*,!F$&&%(:&%*C%(4(,1&%#@%1B!D*,!8$6$+($(?! 6*,,! (&:(@!`C:8*C%,%$&+#-!6$&!A%&(,./*2(!N$6$&!G(**(!,$%#$!$%-$#$#?!-$C($#6$#!d$./(,9:&,./&%2($#!%#!Q$<@+-! *+2! 6%$!A$&8+#-!8$,(%))(B! E%#$! %#($&#*(%:#*C$!>*&):#%,%$&+#-!6$,!A$&8$&$./(,!=%&6!N$6:./!+)-$,$(@(!+#6!6%$! $&,($#!-C:8*C%,%$&($#!d%./(C%#%$#!8$,($/$#!8$&$%(,! %)!Q$&$%./!6$&!%&&$2I/&$#6$#!A$&8+#-!,:=%$!%#!6$&!9$&-C$%./$#6$#!A$&8+#-!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFEL<EZKEd![\\h?!GB!]rj^B!A4/&$#6!%#!D$+(,./C*#6!9$&-C$%./$#6$!A$&8+#-!*+2-&+#6!9:#!w!U!PA`!9$&8:($#!=*&?!/*(($!6%$!EP!%#!$%#$&!d%./(C%#%$!9:)!\sBU\BUhhr!6%$,$!$&C*+8(?!,:2$&#!,%$!#%./(!%&&$2I/&$#6!%,(!8@=B!6$#!S$&8&*+./$&!(4+,./(!Y9-CB!KRfGG![\\r?!GB!ik]^B!D$##:./!$p%,(%$&(!5$%#!$%#/$%(C%./$,!A$&8$&$./(!*+2!Q*,%,!6$&!EP!@+!,4)(C%./$#!7,1$5($#B!
D%$! &$./(C%./$#! d*/)$#8$6%#-+#-$#?! 6%$! %#! D$+(,./C*#6! *+2! 6%$! A$&8+#-! E%#2C+,,! /*8$#?!=$&6$#!/*+1(,4./C%./! %)!PA`!-$&$-$C(B!D%$,$,!-%C(! N$6:./!*+2-&+#6!,(4#6%-$&!S$&4#6$&+#<-$#! %#! 6$&! A$&8+#-! #+&! *C,! &$./(C%./$! `&+#6C*-$! 2I&! 6*,! A$&8$<! +#6! A$((8$=$&8,&$./(B!D$)$#(,1&$./$#6! %,(! 6+&./! 6%$! d$./(,1&$./+#-! @+! $#(,./$%6$#?! :8! $%#$!A$&8$)*H#*/)$!=$((8$=$&8,=%6&%-U\!%,(!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]rh^B!
3.5 Werbemittel und Werbeträger
V3$6%*=$&8+#-!8$6$+($(!6$#!F&*#,1:&(!+#6!6%$!S$&8&$%(+#-!=$&8C%./$&!"#2:&)*(%:#$#!I8$&!6%$! Q$C$-+#-! 9:#!A$&8$(&4-$&#!)%(!A$&8$)%(($C#! %)! P)2$C6! 022$#(C%./$&! K:))+#%5*(%:#!-$-$#! $%#! C$%,(+#-,8$@:-$#$,! E#(-$C(?! +)! $%#$! d$*C%,%$&+#-! +#($&#$/)$#,,1$@%2%,./$&!K:))+#%5*(%:#,@%$C$!@+!$&&$%./$#X!YQdP>L![\\h?!GB!ir^B!MI&!$%#$!$&2:C-&$%./$!O8$&)%((C+#-!6$&!A$&8$8:(,./*2(!,1%$C(!6%$!7+,=*/C!+#6!K:)8%#*(%:#!6$&!A$&8$)%(($C!,:=%$!6$&!A$&8$<(&4-$&! $%#$! 8$6$+($#6$! d:CC$! 2I&! $%#$! $&2:C-&$%./$! A$&8$,(&*($-%$! Y9-CB! "M>! KqRL! [\U]8^B!P#($&!A$&8$)%(($C!=%&6!6*8$%!6*,! V7+,6&+.5,)%(($C!6$&!A$&8+#-! t9$&,(*#6$#u?! %#!6$)!6%$!*+,! 6$#! A$&8$@%$C$#! *8-$C$%($($! A$&8$8:(,./*2(! -$8I#6$C(! +#6! 6*&-$,($CC(! =%&6X! YEGZ>![\U]8^B!A$&8$(&4-$&#!5:))(!6*8$%!6%$!M+#5(%:#!@+?! V6%$!A$&8$8:(,./*2(!*#!6%$!'%$C1$&,:<#$#!/$&*#@+(&*-$#X!YGZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]\\^B!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!U\!7C,!=$((8$=$&8,=%6&%-! 8@=B! *C,! +#C*+($&$#!A$((8$=$&8!=$&6$#! 6%$!3*H#*/)$#! 9$&,(*#6$#?! 6%$!%&&$2I/&$#6!,%#6!+#6!,:)%(!6*,!=%&(,./*2(C%./$!S$&/*C($#!6$,!D+&./,./#%((,9$&8&*+./$&,! %)!A$,$#(<C%./$#!8$$%#2C+,,$#!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]rh^!
Grundlagen der Werbung
! []!
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`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]\U^B!
L*./!6$&!E#(,./$%6+#-!I8$&!6*,!A$&8$)%(($C! 50##$#!6%$!1*,,$#6$#!A$&8$(&4-$&?! *C,:!6%$!3$6%$#?!6%$!6%$!A$&8$)%(($C! ,(&$+$#!,:CC$#?!8$,(%))(!=$&6$#! Y9-CB! GZ>AE"`Ed!e!GZ>d7FFEL<EZKEd![\\h?!GB!]\\^?!>%$&8$%!=%&6!@=%,./$#!6$#!$%#@$C#$#!K*($-:&%$#!;&%#()$6%$#?!$C$5(&:#%<,./$#! 3$6%$#?! 3$6%$#! 6$&! 7+H$#=$&8+#-! +#6! 6$&! D%&$5(=$&8+#-! +#($&,./%$6$#?! =$C./$!$8$#2*CC,! +#($&-C%$6$&(!=$&6$#! 50##$#! +#6! N$=$%C,! *#6$&$!3$&5)*C$! *+2=$%,$#! Y9-CB! EGZ>![\U].^B!A$&8$(&4-$&#! 5:))(! ,:)%(! C$(@($#6C%./! 6%$! M+#5(%:#! @+?! 6%$!A$&8$8:(,./*2(! 9:)!G$#6$&!@+)!E)124#-$&!@+!I8$&)%(($C#!Y9-CB!KRfGG![\\r?!GB![hU^B!
D%$!7+,=*/C!9:#!A$&8$)%(($C!+#6!<(&4-$&!=%&6!6+&./!9$&,./%$6$#$!M*5(:&$#!8$,(%))(B!D*<&+#($&!2*CC$#!6*,!8$=:&8$#$!;&:6+5(?!'%$C-&+11$!+#6!6*,!A$&8$@%$C!8@=B!6%$!A$&8$8:(,./*2(!Y9-CB!GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h?!GB!]\U^B!
U(.,&(0/.*1):,0&(,0(*!+V,!=0(!L%*&7:&W.7/0&C&!(0*()!I(,8(&,C1(,)!
!"#$%&''()*+,-$'.)*/.!"#$%&''()*+,0#$%1+#*. .
D*&,($CC+#-,)0-C%./5$%($#!Y@B!QB!M*&8$#?!Q%C6$&^!D*+$&!6$,!K:#(*5($,!Y@B!QB!R4#-$!6$,!G1:(,^!A%$6$&/:C8*&5$%(!6$,!K:#(*5($,!Y@B!QB!E&,./$%#+#-,/4+2%-5$%(^!A$&8C%./$,!P)2$C6!Y@B!QB!`&0H$!6$&!*#6$&$#!A$&8$*#@$%-$#^!d$6*5(%:#$CC$,!P)2$C6!Y@B!QB!F/$)*(%5!6$&!d$1:&(*-$#^!7+,=*/C)0-C%./5$%(!Y@B!QB!'%$C-&+11$#6$2%#%(%:#^!K:,($#!
2#$34('*&,.05*.6%784*+#$.)*/.9#$"#'$4+#$. .
`$#$&$CC$!M+#5(%:#!6$,!A$&8$(&4-$&,!Y@B!QB!;:C%(%5?!Q%C6+#-^!G%(+*(%:#!8$%!6$&!"#2:&)*(%:#,*+2#*/)$!Y@B!Q!7+(:2*/&(!9,B!K:#@$#(&%$&($,!'+/0&$#^!3$6%$#8%#6+#-!Y@B!QB!F&$+$?!Ep5C+,%9#+(@+#-^!")*-$!6$,!A$&8$(&4-$&,!Y@B!QB!"#/*C(?!`C*+8=I&6%-5$%(^!678(//(!39!U(.,&(0/.*1):,0&(,0(*!+V,!=0(!L%*&7:&W.7/0&C&!(0*()!I(,8(&,C1(,)!JK.(//(9!XNEYB!3OO3Q!ER!Z5T!
Grundlagen der Werbung
! [i!
P)!6$#!8$,()0-C%./$#!E&2:C-!$%#$&!A$&8$5*)1*-#$!@+!$&&$%./$#?!50##$#!6%$!A$&8$(&4-$&!+#6!<)%(($C!#*./!8$,(%))($#!K&%($&%$#!8$+&($%C(!=$&6$#B!MI&!6$#!A$&8$(&4-$&!=$&6$#!6%$!%#!F*8$CC$![!*+2-$2I/&($#!Q$+&($%C+#-,5&%($&%$#!/$&*#-$@:-$#?!=:8$%!@=%,./$#!O8$&)%((C+#-,<*&(!+#6!!<9$&)0-$#!+#6!S$&/4C(#%,!9:#!E)124#-$&!+#6!A$&8$(&4-$&!+#($&,./%$6$#!=%&6!Y9-CB!3fGEd![\\[?!GB!ki^n!
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3.6.1 S-R- und S-O-R-Modelle
D*,! G(%)+C+,<d$,1:#,$<3:6$CC! Y5+&@n! G<d<3:6$CC^?! :6$&! *+./!d$%@<d$*5(%:#,):6$CC?! %,(! 6*,!4C($,($!3:6$CC!6$&!A%&5+#-,2:&,./+#-!Y9-CB!3EdFEL![\\r?!GB!]s\^!+#6!8$,./&$%8(!*+2!$%#2*./$!A$%,$!6$#!K:))+#%5*(%:#,1&:@$,,!)%(($C,!6$&!6&$%!K:)1:#$#($#!K:))+#%5*(:&!8@=B!3$<6%+)?!G(%)+C+,!+#6!d$@%1%$#(!Y9-CB!GZ>3"DF![\\i?!GB![kU^B!
!!!!!!>880/=.*1!49!@7)!:/7))0)?'(!I0,:.*1)-%=(//!JK.(//(9!XYB6Y[!3O24Q!ER!2O4T!
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")!`$-$#,*(@! @+! 6$)!G<d<3:6$CC!=$&6$#! 8$%! 6$)!G<f<d<3:6$CC! V%#($&9$#%$&$#6$! M*5(:&$#!5+C(+&$CC$&?! ,:@%*C$&?! 1$&,0#C%./$&!+#6!1,a./:C:-%,./$&!7&(X! YKRfGG![\\r?! GB! j\^!8$&I.5,%./<(%-(B!A4/&$#6!,%./!6*,!G<d<3:6$CC!C$6%-C%./!*+2!6$#!d$%@!+#6!6%$!6*&*+,!$#(,($/$#6$!d$*5(%:#!5:#@$#(&%$&(!+#6!6%$!;&:@$,,$!6*@=%,./$#!*+,8C$#6$(?!8$@%$/(!6*,!G<f<d<3:6$CC!6%$!;,a./$!6$,!d$@%1%$#($#!)%(!$%#B!D%$!$&=*&($($!d$*5(%:#!$&-%8(!,%./!#*./!6%$,$)!3:6$CC!*+,!6$)!'+<,*))$#,1%$C! @=%,./$#! G(%)+C+,<! +#6! f&-*#%,)+,2*5(:&$#B! R$(@($&$,! ,%#6! 6%$! A*/&#$/<)+#-,<!+#6!R$&:@$,,$?!E%#,($CC+#-$#!,:=%$!6%$!3:(%9*(%:#!6$,!d$@%1%$#($#?!6%$!C$(@($#6<C%./!6%$!>*#6C+#-!8$$%#2C+,,$#B!G:)%(! ,:&-(!6%$!A$&8$)*H#*/)$!@+$&,(! 2I&!$%#$!M:C-$!9:#!9$&,./%$6$#$#!d$*5(%:#$#?!=:!$&,(! %)!7#,./C+,,!6*&*#!$%#$!K*+2/*#6C+#-!6$,!d$@%1%$#($#!$&2:C-(B!D*,!G<f<d<3:6$CC!8$,./&$%8(!6$)$#(,1&$./$#6!$%#$!7+2$%#*#6$&2:C-$!)$/&$&$&!G(+<2$#!Y9-CB!KRfGG![\\r?!GB!j\2Bl!GZ>3"DF![\\i?!GB![k[2B^B!D:./!*+./!6%$,$,!3:6$CC!)%(!6$)!@%$C-$<&%./($($#!E&@=%#-$#!9:#!K*+2&$%@$#!%,(!*+2-&+#6!6$&!*+(:#:)$#!S$&*&8$%(+#-!$%#$&!A$&8$<8:(,./*2(!9:#!$%#$)!d$@%1%$#($#!#%./(!/*C(8*&!Y9-CB!GZ>3"DF![\\i?!GB![k]^B!
3.6.2 Stufenmodelle
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3.7.1 Einstellungstests
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3.7.2 Erinnerungstests
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3.7.3 Aufmerksamkeits- und Aktivierungstests
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4 Grundlagen der Markenpolitik
4.1 Identitätsbasiertes Markenmanagement
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4.1.1 Markenidentität
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4.1.1.1 Markenherkunft
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C%,%$&+#-!#%./(!%))$&!$%#6$+(%-!$&5$##8*&?!=$,/*C8!6%$!L*./2&*-$&!*+2!6%$!,:-$#*##($#!b.+C<(+&*C! .+$,cUk!@+&I.5-&$%2$#B!D%$,$! ,%#6! :2()*C,! -&$%28*&$&! *C,! ,1$@%2%,./$?! -$:-&*1/%,./$! "#<2:&)*(%:#$#!@+)!>$&5+#2(,C*#6!+#6!50##$#!6$##:./!$%#$!-$=%,,$!d%./(+#-!@+&!-$:-&*1/%<,./$#!78-&$#@+#-! -$8$#B! D%$! 6&%(($! +#6! ,:)%(! C$(@($!D%)$#,%:#! %,(! 6%$! %#,(%(+(%:#$CC$!>$&<5+#2(!+#6!-%8(!7+,5+#2(!I8$&!6$#!P&,1&+#-!$%#$&!3*&5$! %#!$%#$&!8$,(%))($#!Q&*#./$!:6$&!f&-*#%,*(%:#B!G:!50##$#!3*&5$#!,(*&5!)%(! %/&$&!3+(($&)*&5$! %#!S$&8%#6+#-!-$8&*./(!=$&<6$#B!'+!6$#!=%./(%-$#!K:)1:#$#($#!6$&!%#,(%(+(%:#$CC$#!>$&5+#2(!@4/C$#!6%$!Q&*#./$#8&4+<./$?!6%$!P#($&#$/)$#,5+C(+&!+#6!6%$!P#($&#$/)$#,-&I#6$&B!D%$!3*&5$#%6$#(%(4(!5*##!9:&!*CC$)!9:#!6$#!P#($&#$/)$#,-&I#6$&#!+#6! <2I/&$&#! ,(*&5!8$$%#2C+,,(!+#6!-$1&4-(!=$&6$#B!Q$%,1%$C,=$%,$!,($/(!D&B!ZC*+,!>%11!*C,!P#($&#$/)$#,2I/&$&!)%(!,$%#$)!L*)$#!2I&!6%$!J+*C%<(4(! 6$&! ;&:6+5($! 6$&! Q*8a#*/&+#-,)*&5$! b>%11c?! =:6+&./! 6$&! %#,(%(+(%:#$CC$! Q$@+-! 9:)!L*./2&*-$&!=*/&-$#:))$#!+#6!%6$#(%2%@%$&(!=$&6$#!5*##!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB!Uh2B^B!!
'+,*))$#-$2*,,(!6$2%#%$&$#!QR"LD7!+#6!QPd37LL!Y[\\]?!GB!]h^!6%$!3*&5$#/$&5+#2(!*C,!V`$<,*)(/$%(! *CC$&! -$:-&*1/%,./$#?! 5+C(+&$CC$#! +#6! %#,(%(+(%:#$CC$#! E%#2CI,,$?! 6%$! 2$,(C$-$#?! 9:#!=:?! =$)! :6$&! =*,! $%#$! 3*&5$! $#(,(*))(XB! D+&./! 6%$! >$&9:&/$8+#-! 6$&! $%#@$C#$#! >$&<5+#2(,2*.$(($#! 5*##! 6*,! 3*&5$#)*#*-$)$#(! 6%$! =*/&-$#:))$#$! >$&5+#2(! $%#$&! 3*&5$!C*#-2&%,(%-!9$&4#6$&#!+#6!1&4-$#!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB![\^B!
4.1.1.2 Markenvision
D%$!3*&5$#9%,%:#!5C4&(!6%$!M&*-$!bA:/%#!=:CC$#!=%&_c!+#6!8$@%$/(!,%./!%6$#(%(4(,,(%2($#6!*+2!6*,!'+5+#2(,9$&/*C($#!6$&!3*&5$B!G%$!&$1&4,$#(%$&(!$%#$#!=$,$#(C%./$#!Q$,(*#6($%C!6$&!3*&<5$#%6$#(%(4(! +#6! -%8(! 6%$! *+2! 2I#2! 8%,! @$/#! g*/&$! *+,-$C$-($!E#(=%.5C+#-,&%./(+#-! 9:&! Y9-CB!QR"LD7![\\s?!GB!U\k^B!>%$&2I&!=$&6$#!8%C6/*2(<$):(%:#*C$!R$%(C%#%$#!$#(=%.5$C(?!6%$!,./C%$H<C%./!6%$!Q$6$+(+#-!+#6!M+#5(%:#!6$&!3*&5$!8$%!6$&!d$*C%,%$&+#-!6$&! C*#-2&%,(%-$#?! ,(&*($-%<,./$#!P#($&#$/)$#,@%$C$!!6*&,($CC$#!,:CC$#!Y9-CB!78,./#%((!]B[^B!D%$!3*&5$#@%$C$!,%#6!N$6:./!5:#5&$(%,%$&($&!+#6!6+&./!$%#$#!5C$%#$&$#!'$%(&*/)$#!-$5$##@$%./#$(!Y9-CB!QPd37LL!e!QR"L<D7!e!L"FGZ>KE![\\]?!GB
Grundlagen der Markenpolitik
! ]h!
4.1.1.3 Markenkompetenz
L$8$#!6$&!3*&5$#/$&5+#2(!6%$#(!*+./!6%$!3*&5$#5:)1$($#@!*C,!Q*,%,!2I&!6%$!"6$#(%(4(!$%#$&!3*&5$B!3%(!6$&!Q$*#(=:&(+#-!6$&!M&*-$!bA*,!50##$#!=%&_c!&$1&4,$#(%$&(!,%$!6%$!,1$@%2%,./$#!:&-*#%,*(%:#*C$#!M4/%-5$%($#!$%#$,!P#($&#$/)$#,!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB![\^B!G%$!-%8(!*#?!%#!=$C./$)!Q$&$%./!6%$!3*&5$!$%#$#!/:/$#!L+(@$#!2I&!6$#!L*./2&*-$&!8%$($(?!+#6! -&$%2(! 6*8$%! *+2! 8$,(%))($?! &$C$9*#($! d$,,:+&.$#! +#6! K:)1$($#@$#! 6$,!3+(($&+#($&<#$/)$#,!@+&I.5!Y9-CB!QR"LD7!e!QPd37LL![\\]?!GB![h^B!f2(!=%&6!6$&!Q$-&%22!%#!4C($&$#!3*&5$#<2I/&+#-,*#,4(@$#! *+./! *C,! Ga#:#a)! 2I&! 6%$! ;&:6+5(v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d37LL!e!QR"LD7!e!L"FGZ><KE![\\]?!GB
Grundlagen der Markenpolitik
! i\!
05:#:)%,./$#?!):#$(4&$#! +#6! 6$#! 1,a./:-&*2%,./$#?! #%./(<):#$(4&$#!A$&($#! +#($&,./%$<6$#B!3%(!C$(@($&$)!8$,./42(%-(!,%./!9:&!*CC$)!6%$!9$&/*C($#,:&%$#(%$&($!M:&,./+#-?!6%$!,%./!)%(!6$&!3$,,+#-! 9:#!3*&5$#=$&(%#6%5*(:&$#!8$,./42(%-(?!=%$! @BQB! 6$&!3*&5$#8$5*##(/$%(! Y9-CB!78,./#%((!iB[^!:6$&!6$,!3*&5$#%)*-$,!Y9-CB!78,./#%((!iBUB[!l!QR"LD7![\\s?!GB!r]2B!l!G7FFREd!e!SqRZKLEd![\\r?!GB!Urh^B!A%&6!6$&!3*&5$#=$&(!N$6:./!*+,!05:#:)%,./$&!G%./(!8$(&*./($(?!,:!=%&6!$&!6*-$-$#!V*C,!Q*&=$&(!@+5I#2(%-$&!)*&5$#,1$@%2%,./$&!E%#@*/C+#-,I8$&,./I,,$!6$2%<#%$&(X!YG7FFREd!e!SqRZKLEd![\\r?!GB!Urh^B!7+2-&+#6!6$&!2$/C$#6$#!G(*#6*&6%,%$&+#-!6$&!3$,<,+#-!6$,!3*&5$#=$&($,!5*##!$%#!6%&$5($&!S$&-C$%./!@=%,./$#!9$&,./%$6$#$#!3*&5$#=$&($#!#%./(!,(*((2%#6$#!Y9-CB!QR"LD7![\\s?!GB!ri^B!D$,!A$%($&$#!5*##!6$&!3*&5$#=$&(!$#(=$6$&!=$%(!:6$&! $#-! *8-$-&$#@(!=$&6$#B! E&! 5*##! ,:=:/C! *+,!):#$(4&$&!;$&,1$5(%9$! 2I&! C$6%-C%./! $%#$!:6$&!I8$&!)$/&$&$!;$&%:6$#!$&)%(($C(!=$&6$#B!A$%($&-$/$#6!50##$#!@+5I#2(%-$?!8%,/$&!#%./(!&$*C%,%$&8*&$!A$&(,./012+#-,)0-C%./5$%($#!$8$#2*CC,! %#!6%$!3$,,+#-!6$,!3*&5$#=$&($,!)%(!$%#8$@:-$#!=$&6$#!Y9-CB!G7FFREd!e!SqRZKLEd![\\r?!GB!Urh2B^B!!
4.1.1.5 Markenpersönlichkeit
D%$!3*&5$#1$&,0#C%./5$%(!YbA%$!(&$($#!=%&!*+2_c^!=%&6!6+&./!6$#!9$&8*C$#!+#6!#:#<9$&8*C$#!K:))+#%5*(%:#,,(%C! $%#$&! 3*&5$! I8$&! *CC$! 3*&5$<K+#6$#<K:#(*5(1+#5($! /%#=$-! *+,-$<6&I.5(!Y9-CB!QR"LD7![\\s?!GB!U\j^B!D%$!3*&5$!5*##!6*8$%!$%#$!;$&,0#C%./5$%(!*##$/)$#?!4/#<C%./!=%$!6%$! $%#$,!3$#,./$#B! G./C%$HC%./!/*8$#!3$#,./$#! C*+(!`"R3fdE,! YUhUh^! bF/$:&a!:2!7#%)%,)c!6%$!L$%-+#-?!P#8$,$$C($,!@+!8$,$$C$#?!%#6$)!,%$!%/#$#!)$#,./C%./$!E%-$#,./*2($#!9$&C$%/$#B!D+&./!6%$,$!S$&$%#2*./+#-!6$&!"#($&*5(%:#!)%(!f8N$5($#!C4,,(!,%./!$%#$!3*&5$!)%(!)$#,./C%./$#!3$&5)*C$#!/%#,%./(C%./!$%#$&!;$&,0#C%./5$%(!$#(=%.5$C#!Y9-CB!QPd37LL!e!QR"L<D7!e!L"FGZ>KE! [\\]?! GB! []^B! D$&! K:))+#%5*(%:#,,(%C! =%&6! ,:=:/C! 9:#! 6$#! d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s?!GB!U\j^B!D%$!;$&,0#C%./5$%(!$%#$&!3*&5$!5*##!6*8$%!9$&,./%$6$#$!D%)$#,%:#$#!*##$/)$#?!6%$!)%(! >%C2$! 6$&!3*&5$#5:))+#%5*(%:#! I8$&)%(($C(!=$&6$#! 50##$#! Y9-CB! QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB![]^B!!
Grundlagen der Markenpolitik
! iU!
4.1.1.6 Markenleistung
D%$!-&+#6,4(@C%./$!M:&)!6$&!3*&5$#C$%,(+#-!%,(!6%$!8I#6$C#6$!K:)1:#$#($!+#6!8*,%$&(!*+2!6$#! 9:&*#-$/$#6! *+2-$2I/&($#! K:)1:#$#($#! 6$&!3*&5$#%6$#(%(4(B! D+&./! ,%$! C4,,(! ,%./! 6%$!,1$@%2%,./$!3*#%2$,(*(%:#! 6$,!L+(@$#9$&,1&$./$#,! *C,! ;&:6+5(! :6$&!D%$#,(C$%,(+#-! *+,6&I<.5$#! Y9-CB! GZ>7RRE>L![\UU?!GB!sk^B! D%$!3*&5$#C$%,(+#-! 5C4&(! 6%$! M&*-$! bA*,! (+#!=%&_c! +#6!&$1&4,$#(%$&(!V6%$!-&+#6,4(@C%./$!M:&)!+#6!7+,,(*((+#-!6$&!;&:6+5($!+#6!D%$#,(C$%,(+#-$#!YK$&#C$%,(+#-$#^! $%#$,! P#($&#$/)$#,! %#! %/&$&! ($./#%,./<v+*C%(*(%9$#! +#6! 9%,+$CC$#! `$,(*C<(+#-! ,:=%$! ,a)8:C%,./<$):(%:#*C$#! 7+2C*6+#-! +#6! 6$)! 6*6+&./! 8$6%#-($#! 7+2(&$($#! *+2!6$)!3*&5(X!YQR"LD7![\\r?!GB!U\h^B!R*+(!Q7P3`7dF>!Y[\\j?!GB!s^!%,(!$%#$!3*&5$!*+,!G%./(!6$,!3*&5$#%#/*8$&,!$&,(!6*##!05:#:)%,./!&$C$9*#(?!V=$##!6%$,$!6+&./!6%$!S$&8%#6+#-!)%(!$%#$&!R$%,(+#-!@+!9:&($%C/*2($#!F*+,./9:&-4#-$#!2I/&(XB!Q$%!6$#!3*&5$#C$%,(+#-$#!5*##!6*8$%!@=%<,./$#!@=$%!*CC-$)$%#$#!M:&)$#!+#($&,./%$6$#!=$&6$#B!'+)!$%#$#!,($CC$#!,%$!6%$!78,*(@C$%,<(+#-$#?!=%$!@BQB!;&:6+5($!:6$&!D%$#,(C$%,(+#-$#?!+#6!@+)!*#6$&$#!6%$!Q$,./*22+#-,C$%,(+#<-$#?!=%$!@BQB!6$#!;$&,:#*C)*&5(?!6*&!Y9-CB!Q7P3`7dF>![\\j?!GB!s^B!D%$!-&+#6,4(@C%./$!7&(!9:#!3*&5$#C$%,(+#-$#!-%8(!9:&?!=$C./$#!L+(@$#!$%#$!3*&5$!2I&!6$#!K:#,+)$#($#!(&4-(B!x/#C%./!=%$! 6%$! 1$&,0#C%./$! "6$#(%(4(! $%#$,!3$#,./$#! 2$,(C$-(?!=$C./$!d:CC$! +#6!M+#5(%:#!6%$,$&! %#!6$&!`$,$CC,./*2(?! @BQB! %#!M:&)!,$%#$,!Q$&+2$,?! $&2ICC$#!)0./($?! ,:! %,(!6%$,!*+./!8$%!6$&!3*&<5$#%6$#(%(4(!6$&!M*CCB!G%$!6$($&)%#%$&(?!V=$C./$#!2+#5(%:#*C$#!+#6!,a)8:C%,./$#!L+(@$#!$%#$!3*&5$!6$)!L*./2&*-$&!8%$($#!,:CCX!YQR"LD7![\\r?!U\h^B!
4.1.2 Markenimage
D*,!3*&5$#%)*-$! ,($CC(! 6*,! @=$%($! =$,$#(C%./$! K:#,(&+5(! 6$,! %6$#(%(4(,8*,%$&($#!3*&5$#<)*#*-$)$#(,! 6*&B! ")! `$-$#,*(@! @+&!3*&5$#%6$#(%(4(! %,(! $,! N$6:./! $%#!)$/&6%)$#,%:#*C$,!E%#,($CC+#-,5:#,(&+5(!$p($&#$&!'%$C-&+11$#!Y9-CB!QR"LD7![\\s?!GB!U\h2B^?! V=$C./$,!6*,! %#!6$&!;,a./$!&$C$9*#($&!$p($&#$&!'%$C-&+11$#!2$,(!9$&*#5$&($?!9$&6%./($($?!=$&($#6$!S:&,($CC+#-,<8%C6!9:#!$%#$&!3*&5$!=%$6$&-%8(X!YQPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB!k2B^B!E,!%,(!6$)#*./!V6*,!E&-$8#%,!6$&! ,+8N$5(%9$#!A*/&#$/)+#-!+#6!D$5:6%$&+#-! *CC$&! 9:#!6$&!3*&5$! *+,-$<,$#6$($#! G%-#*C$! 6+&./! $%#! "#6%9%6++)X! YQPd37LL!e!>7R7G'fS"Z>!e!>E337LL! [\U[?! GB! kh^B!D*8$%!-%C(!6%$!3*&5$#8$5*##(/$%(! Y9-CB!78,./#%((!iB[^!*C,!#:(=$#6%-$!Q$6%#-+#-B!R%$-(!$%#$!Q$5*##(/$%(!6$&!3*&5$!9:&?!5*##!6*,!3*&5$#%)*-$!6$,!A$%($&$#! %#!6&$%!K:)1:#$#($#!+#<($&($%C(!=$&6$#n!3*&5$#)$&5)*C$?!2+#5(%:#*C$&!+#6!,a)8:C%,./$&!L+(@$#!Y9-CB!788%C6+#-!k^B!!
Grundlagen der Markenpolitik
! "#!
!!""#$%&'()*+),-./-'0'10')%02)34560'#.4(02)78&0$$0+)9:;3!<<)=)9>?<@!)=)<?ABCD,E)FGGHI)BJ)KL)
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
$%&!D7/5&.1+,-+.&./&.!0&)(&.!'/6)1!:+.!(&.!$&/&),%.6./&.!(&)!F6)1&.%(&./%/>/!=&-)>=/;!E>3)&.(! (&)! 87.1/%+.64&! F6)1&..7/5&.! -)%,>)! 678! (&)! F6)1&.4&%'/7.=@! B1+,-&/&.5! 7.(!!B3&)17.8/! ?6'%&)/@! '+! '/&44&.!(6=&=&.! &3&)!(%&!Z%'%+.@! (%&! [&)'A.4%231&%/@! (%&!E&)/&! 7.(!(%&!U&)17.8/! (%&!\)7.(46=&!(&'! 'G,?+4%'23&.!D7/5&.'! (6)! K:=4;! LM9FNDD!O!UNPNS]^ZQTU!O!UCFBFNDD!#V_#@! S;! `_Y;! $&)! M&'61#-'4$0) <&1N0'! ?&'/&3/! (6?&%! 67'! :&)'23%&(&.&.! D7/57.='(%B,&.'%+.&.@!0%&!67'!-3G'%164%'23B87.1/%+.&44&.!F&)1,64&.!(&)!,6)1%&)/&.!P&%'/7.=!64'!6723!67'! (&)! Q.8+),6/%+.'B! 7.(!Z&)/)67&.'87.1/%+.!(&)!F6)1&;!$%&!F6)1&!0%)(! 64'!U%48&! (&)! Q.B8+),6/%+.'?&'236887.=!063)=&.+,,&.;!S%&!)&(75%&)/!(%&!063)=&.+,,&.&!*+,-4&a%/>/!(&'!F6)1/6.=&?+/'!7.(!'+)=/!'234%&I4%23!57!&%.&)!S&.17.=!(&)!R)6.'61/%+.'1+'/&.! %,!*678-)+B
Grundlagen der Markenpolitik
! i]!
@$,,B!A$%($&/%#!%,(!6%$!M+#5(%:#!6$&!d%,%5:&$6+5(%:#!6$)!2+#5(%:#*C$#!L+(@$#!8$%@+,($+$&#B!G:!50##$#!6%$!d%,%5$#!6+&./!6$#!K*+2!8@=B!6+&./!6%$!L+(@+#-!$%#$&!3*&5$!9$&&%#-$&(!=$&<6$#B!Q$%! 6$#!d%,%5$#!5*##!$,! ,%./!+)!6%$!;&:6+5(,%./$&/$%(?! 6*,!7#-$8:(! ($./#%,./$&!K+#<6$#6%$#,(C$%,(+#-$#?!6*,!2%#*#@%$CC$!,:=%$!6*,!,:@%*C$!d%,%5:!/*#6$C#!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB!j^B!
D$##:./! 8$&+/(! 6$&! E&2:C-! 6$&!3$/&@*/C! 6$&!3*&5$#! %))$&! ,(4&5$&! *+2! 6$)! $):(%:#*C$#!'+,*(@#+(@$#?!6$&!*+,!6$&!,a)8:C%,./$#!Q$6$+(+#-!6$&!3*&5$!/$&9:&-$/(B!VD$&!)#-8%/0)?'(![.&F(*! 8$@%$/(! ,%./! *+2! 6%$! %#6%9%6+$CC$! :6$&! ,:@%*C$! 7+2=$&(+#-! 6$&! $%-$#$#! ;$&,:#! 8@=B!9$&4#6$&($!A*/&#$/)+#-!+#6!Q$=$&(+#-!6$&! $%-$#$#!;$&,:#!6+&./!6%$! "6$#(%2%5*(%:#!)%(!6$&!3*&5$#%6$#(%(4(!+#6!6%$!S$&=$#6+#-!6$&!3*&5$X!YQR"LD7![\\s?!GB!UU[^B!D%$!3*&5$!,($/(!6$)@+2:C-$! ,a)8:C/*2(! 2I&!=%./(%-$!3:(%9*(:&$#!6$,!S$&/*C($#,!6$&!L*./2&*-$&!+#6! ,(%2($(!6%$,$#!#$8$#!6$)!2+#5(%:#*C$#!*+./!$%#$#!@+,4(@C%./$#!L+(@$#B!P#($&!6%$,$#!'+,*(@#+(@$#!2*CC$#!8,1=B!6%$!A*/&#$/)+#-!6$&!3*&5$!*C,!3%(($C!@+&!G$C8,(9$&=%&5C%./+#-?!6%$!S$&5#I1<2+#-!@+!1$&,0#C%./$#!E&C$8#%,,$#!:6$&!6%$!3*&5$!*C,!G%##8%C6!%#6%9%6+$CC!=%./(%-$&!A$&($!+#6!R$8$#,,(%C$!Y9-CB!QPd37LL!e!QR"LD7!e!L"FGZ>KE![\\]?!GB!j2B^B!
4.2 Markenpositionierung
VD%$!3*&5$#1:,%(%:#%$&+#-! 5*##! *C,! $%#$! *5(%9$! +#6! @%$C-$&%./($($! `$,(*C(+#-! 6$&! G($CC+#-!$%#$&!3*&5$!%)!3*&5(!%)!>%#8C%.5!*+2!Y9:#!L*./2&*-$&#!,+8N$5(%9!=*/&-$#:))$#$^!@$#(&*C$!D%)$#,%:#$#!Y;:,%(%:#%$&+#-,6%)$#,%:#$#^!6+&./!3*&5$#*#8%$($&!6$2%#%$&(!=$&6$#X!YG7FF<REd!e!SqRZKLEd![\\r?! GB! kj^B! G%$! %,(! F$%C! 6$,! ,(&*($-%,./$#!3*&5$#)*#*-$)$#(,! +#6! 2%#6$(!%/&$#!7+,-*#-,1+#5(!%#!$%#$&!2$,(-$C$-($#!3*&5$#%6$#(%(4(B!D%$!3*&5$#1:,%(%:#%$&+#-!&%./($(!,%./!,:=:/C!#*./!6$#!*5(+$CC$#!+#6!@+5I#2(%-$#!;:,%(%:#$#!&$C$9*#($&!A$((8$=$&8,)*&5$#!*C,! *+./!#*./!6$#!*5(+$CC$#!+#6! @+5I#2(%-$#!Q$6I&2#%,,$#!6$&!'%$C-&+11$#B! G./C%$HC%./!/*(!6%$!3*&5$#1:,%(%:#%$&+#-!6%$!M+#5(%:#?!6%$!3*&5$#%6$#(%(4(!)0-C%./,(!-+(!6$#!K:#,+)$#($#!@+!9$&)%(($C#?!,:6*,,!,./C%$HC%./!6*,!G$C8,(8%C6!Y3*&5$#%6$#(%(4(^!)%(!6$)!M&$)68%C6!Y3*&<5$#%)*-$^!I8$&$%#,(%))(!Y9-CB!G7FFREd!e!SqRZKLEd![\\r?!GB!kj^B!G:!6$2%#%$&(!`PFg7>d!Y[\UU?!GB! U]k^n! V3*&5$#1:,%(%:#%$&+#-! /$%H(! 3*&5$#2I/&+#-! %#! 6%$! '+5+#2(XB! D%$,$! 7+2-*8$! =%&6!N$6:./! 6+&./! 9$&,./%$6$#$! M*5(:&$#! $&,./=$&(B! >*+1(+&,*./$! /%$&2I&! %,(! 6%$! 9$&4#6$&($!3*&5(,%(+*(%:#B! G:! C*,,$#! ,%./! 3*&5$#! +#6! ;&:6+5($! /%#,%./(C%./! %/&$&! E%-$#,./*2($#! +#6!%/&$&! J+*C%(4(! 5*+)!+#($&,./$%6$#B! "#! 6$&! /$+(%-$#! '$%(! C%$-(! $%#$! /:/$! +#6!=$%($&! @+#$/<)$#6$!7+,(*+,./8*&5$%(!9:#!3*&5$#!*+,!L*./2&*-$&,%./(!9:&!Y9-CB!QPd37LL!e!>7R7G'fS"Z>!e!
Grundlagen der Markenpolitik
! ii!
>E337LL![\U[?!GB!hj^B!D$,!A$%($&$#!$#(,./$%6$(!6$&!1:,():6$&#$!K:#,+)$#(!,%(+*(%9!+#6!+#*8/4#-%-!9:#!9$&)%(($C($#!A$&($#B!
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Grundlagen der Markenpolitik
! ik!
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Grundlagen der Markenpolitik
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D*,!C$(@($!L:&)@%$C!%,(!6%$!ab,=(,.*1!=(,!X7,:(*8(:7**&'(0&!Y9-CB!78,./#%((!iB]^!8@=B!6%$!;:,%(%:#%$&+#-!6+&./!75(+*C%(4(B!G%$!%,(!6+&./!-$&%#-$,!5:-#%(%9$,!,:=%$!-$&%#-$,!$):(%:#*C$,!"#9:C9$)$#(!-$1&4-(B!>%$&8$%!,%#6!,:=:/C!6%$!Q$6I&2#%,,$!*C,!*+./!6%$!"#2:&)*(%:#$#!(&%9%*CB!E,! ,:CC! C$6%-C%./! 6+&./! K:))+#%5*(%:#! *+2! $%#! 7#-$8:(! *+2)$&5,*)! -$)*./(! =$&6$#B! D%$!75(+*C%,%$&+#-!@%$C(!#%./(!*+2!6%$!S$&)%((C+#-!,*./C%./$&!:6$&!$):(%:#*C$&!E%-$#,./*2($#!*8?!,:#6$&#! 9%$C)$/&! *+2! 6%$! &$%#$! F/$)*(%,%$&+#-! 6$&! 3*&5$B! D*6+&./! $#(,($/(! $%#! 3$&$<Ep1:,+&$<E22$5(Us?! =:6+&./! 6%$! E%#,($CC+#-! @+&! 3*&5$! 9$&8$,,$&(! =%&6B! R$(@($#6C%./! ,:CC!6+&./!6%$!M0&6$&+#-!6$&!3*&5$#8$5*##(/$%(!6%$!3*&5$!bF:1!:2!3%#6c!=$&6$#!8@=B!$%#$!6:<)%#*#($?! $p5C+,%9$! 3*&5$#8$5*##(/$%(! $&C*#-$#B! G:)%(! 5*##! $,! ,./:#! 2I&! $%#$! 3*&5$! =%$!bZ/%v+%(*c!-$#I-$#?! %))$&!=%$6$&! (/$)*(%,%$&(!+#6! %#!6$&!K:))+#%5*(%:#!1&4,$#(!@+!,$%#!+#6!6*)%(!,./C%$HC%./!bF:1!:2!3%#6c!@+!=$&6$#!Y9-CB!EGZ>
Grundlagen der Markenpolitik
! ir!
4.3 Markenbekanntheit
3%(!>%C2$!6$&!3*&5$#8$5*##(/$%(!@+,*))$#!)%(!6$)!3*&5$#%)*-$!6$&!$p($&#$#!'%$C-&+11$#!5*##! I8$&1&I2(! =$&6$#?! %#=%$=$%(! 6%$! *#-$,(&$8($! S$&)%((C+#-! 6$&!3*&5$#%6$#(%(4(! 6+&./!6%$!3*&5$#1:,%(%:#%$&+#-!$&2:C-&$%./!=*&B!D*8$%!6$2%#%$&$#!G7FFREd!+#6!SqRZKLEd!Y[\\r?!GB!sj^!6%$!3*&5$#8$5*##(/$%(!*C,!VM4/%-5$%(!1:($#@%$CC$&!L*./2&*-$&?!$%#!3*&5$#@$%./$#!@+!$&<%##$&#!YQ&*#6!d$.*CC^!:6$&!=%$6$&!@+!$&5$##$#!YQ&*#6!d$.:-#%(%:#^XB!D%$!E&%##$&+#-!*#!$%#$!3*&5$!=%&6!*+./!*C,!+#-$,(I(@($!3*&5$#8$5*##(/$%(!8$@$%./#$(B!D%$!A%$6$&$&5$##+#-!6*<-$-$#!%,(!$%#$!-$,(I(@($!3*&5$#8$5*##(/$%(!Y9-CB!*+./!78,./#%((!]BrB[^B!E&,($&$! %,(!6$)#*./!$%#$!*5(%9$!Q$5*##(/$%(!$%#$&!3*&5$?!6%$! %#!6$&!;,a./$!6$,!K:#,+)$#($#! 2$,(!9$&*#5$&(! %,(!+#6!*+2!6%$!,%./!6$&!L*./2&*-$&!8$@%$/(B!",(!6%$,$&!*C,:!Q$6I&2#%,&$%@$#!*+,-$,$(@(!:6$&!=%&6!:/#$!3*&5$#8$@+-!#*./!$%#$&!;&:6+5(5*($-:&%$!-$2&*-(?!5*##!$&!,%./!*#!6%$!3*&5$!:/#$!>%C<2$,($CC+#-$#! $&%##$&#! Y9-CB! QR"LD7! [\\s?! GB! UUU^B! D%$! '+:&6#+#-! @=%,./$#!3*&5$! +#6! ;&:<6+5(5*($-:&%$! 5*##! ,%./! 6*8$%! *+./! I8$&! )$/&$&$! K*($-:&%$#! $&,(&$.5$#B! E,! )+,,! N$6:./!8$*./($(!=$&6$#?!6*,,!6%$,$!'+:&6#+#-!*+./!,(*((2%#6$(!+#6!#%./(!#+&!$%#$!Q$5*##(/$%(!6$&!3*&5$!*CC$%#!:/#$!Q$@+-!@+&!K*($-:&%$!9:&C%$-(B!G:)%(!-%C(!=$%($&/%#?!6*,,!V3*&5$#8$5*##(</$%(!tBBBu!#%./(!#+&!*C,!6%./:(:)$!Y$%#$!3*&5$!%,(!8$5*##(!:6$&!+#8$5*##(^?!,:#6$&#!*+./!*C,!5:#(%#+%$&C%./$!`&0H$!9$&,(*#6$#!=$&6$#!t5*##uX!YG7FFREd!e!SqRZKLEd
Grundlagen der Markenpolitik
! ij!
4.4 Markenwahrnehmung und -interpretation
P#($&! 6$&!3*&5$#=*/&#$/)+#-! 9$&,($/(!)*#! 6$#! V;&:@$,,! 6$&! 7+2#*/)$?! f&6#+#-?! 7+,<=*/C! +#6! "#($&1&$(*(%:#! 9:#!)*&5$#8$@:-$#$#! "#2:&)*(%:#$#X! YK"R"7L! [\Ui^B! D*8$%! /4#-(!6%$!A*/&#$/)+#-!#$8$#!6$#!1/a,%5*C%,./$#!G(%)+C%!*+./!9:#!6$&!Q$@%$/+#-!6%$,$&!G(%)+C%!@+&!P)-$8+#-!*8B!D$,!A$%($&$#!,1%$C$#!*+./!6%$!Q$6%#-+#-$#!6$,! "#6%9%6++),!,$C8,(!$%#$!d:CC$B! G:)%(!50##$#!@=$%!;$&,:#$#?!)%(!6$#,$C8$#!`&+#69:&*+,,$(@+#-$#?! $%#!G(%)+C%!9:CC<,(4#6%-! +#($&,./%$6C%./! =*/&#$/)$#B! '=*&! $&2*,,$#! 8$%6$! ;$&,:#$#! 6$#! $%#-$/$#6$#! "#<2:&)*(%:#,2C+,,!)%(!6$#,$C8$#!G%##$,=*/&#$/)+#-$#?!N$6:./!$&2:C-(?!6%$!E&2*,,+#-?!E%#:&6<#+#-!+#6!"#($&1&$(*(%:#!*+2!+#($&,./%$6C%./$!A$%,$!Y9-CB!KfFREd!e!QR"E3ER!Uhhh?!GB!][j^B!!
4.4.1 Wahrnehmungsprozess
D$&!A*/&#$/)+#-,1&:@$,,!$%#$,!G(%)+C%!$&2:C-(!I8$&!6&$%!;/*,$#n!,$C$5(%9$!Q$*./(+#-?! ,$<C$5(%9$!S$&@$&&+#-!+#6!,$C$5(%9$!E&%##$&+#-B!
Q$%!6$&!)(/(:&0;(*!U(7?'&.*1!/*#6$C(!$,!,%./!+)!6%$!*+2-$#:))$#$#!"#2:&)*(%:#,&$%@$?!6%$!I8$&!6%$!3*,,$#)$6%$#!*+,-$,(&*/C(!=$&6$#B!G./C%$HC%./!%,(!6$&!3$#,./!(4-C%./!$%#$&!/:/$#!7#@*/C! 9$&,./%$6$#$&! d$%@$! *+,-$,$(@(B! G./:#! 8$%! 6$&! K:#2&:#(*(%:#! 2%C($&(! 6$&!3$#,./! 6%$!G(%)+C%! +#6! ,./$#5(!#+&! $%#$&!3%#6$&/$%(! ,$%#$!7+2)$&5,*)5$%(B!D$&!S$&8&*+./$&! &$*-%$&(!6*8$%!$/$&!*+2!d$%@$?!=$##!,%$!@+!$%#$)!*5+($#!Q$6I&2#%,!%#!Q$@+-!,($/$#?!8$&$%(,!*#(%@%1%$&(!=$&6$#!:6$&! 9:)!-$=:/#($#!3*H!*8=$%./$#B!D%$!7+2-*8$!6$&!3*&5$#5:))+#%5*(%:#!8$<,($/(! C$(@($#6C%./!6*&%#?!6%$!Q$*./(+#-!6$,!K:#,+)$#($#!@+!-$=%##$#B!G:)%(!)+,,!,%$! ,%./!9:#!6$&!P)-$8+#-,&$%@2C+(!*8/$8$#?!+)!=*/&-$#:))$#!@+!=$&6$#!Y9-CB!KfFREd!e!QR"E3ER!Uhhh?! GB! ][j2B^B! E&,(! 6*##! 5*##! 6%$! #$+&:C:-%,./$! G./=$CC$! I8$&,./&%(($#! =$&6$#! +#6! 6%$!G(%)+C%!=$&6$#!,$C$5(%9!)%(!6$#!G%##$#!=*/&-$#:))$#!Y9-CB!788%C6+#-!r^B!7+H$&6$)!,%#6!+#($&,./%$6C%./$!;&42$&$#@$#!,:=:/C!2I&!6%$!G%##$,5*#4C$!*C,!*+./!2I&!6%$!S$&@$&&+#-$#!$#(<,./$%6$#6!Y9-CB!Md7L'![\UU^B!!
")! $&,($#! 1$&,:#$#8$@:-$#$#! M%C($&! 5:))(! $,! *C,:! @+&! )(/(:&0;(*! G(,F(,,.*1B! g$6$&!3$#,./!#%))(!6%$!$%#-$/$#6$#!"#2:&)*(%:#$#!*+2!6%$,$!A$%,$!*+2?!6*,,!,%$!@+!,$%#$)!8$&$%(,!8$,($/$#6$#!D$#5,./$)*(*!1*,,$#B!D%$!S$&@$&&+#-!%,(!6*8$%!,:!@+!9$&,($/$#?!6*,,!6$&!L*./<2&*-$&! 6%$! "#2:&)*(%:#$#! 6+&./! 1$&,0#C%./$! D$+(+#-$#! 9$&@$&&(?! ,:6*,,! ,%$! %/&$! S:&$%#-$<#:))$#/$%(!,(I(@$#!+#6!#%./(!%#!M&*-$!,($CC$#!Y9-CB!KfFREd!e!QR"E3ER!Uhhh?!GB!][h^B!
Grundlagen der Markenpolitik
! ih!
!:880/;.*1![9!C.8f(>&0S0&W&!;(,!O7',*('-.*1!@A.(//(9!B*!:*/('*.*1!7*!bF:PX!3J22R!
")!#4./,($#!G./&%((!2:C-(!$%#!1,a./:C:-%,./$&!;&:@$,,?!8$%!6$)!6%$!G%##$,$%#6&I.5$!8$=$&($(!=$&6$#B!D%$!Q$=$&(+#-!=%&6!6*8$%!6+&./!6%$!;$&,0#C%./5$%(?!E&2*/&+#-$#?!A$&($!+#6!`C*+<8$#,,a,($)$!,:=%$!6+&./!6%$!F*-$,2:&)!8$$%#2C+,,(B!D%$!1$&,0#C%./$#!E&2*/&+#-$#!+#6!;&4<-+#-$#!6$,!L*./2&*-$&,! 50##$#! @+6$)!*+./!7+,=%&5+#-$#! *+2! 6%$!S$&@$&&+#-$#!:6$&! 6%$!M:5+,,%$&+#-$#! 6$&! $&,($#! M%C($&$8$#$! /*8$#! Y9-CB! Md7L'! [\UU^B! D%$! L*./2&*-$&! ,1$%./$&#!,%./!6*&*+2/%#!#+&!6%$!"#2:&)*(%:#$#!%)!`$64./(#%,?!6%$!%/&$!E%#,($CC+#-$#!+#6!O8$&@$+-+#<-$#!,(I(@$#B!D%$,!=%&6!*C,!)(/(>&0S(! D,0**(,.*1!8$@$%./#$(!Y9-CB!KfFREd!e!QR"E3ER!Uhhh?!GB!][h^B!"#!M:C-$!6$,,$#!$&-%8(!,%./!6%$!,+8N$5(%9$?!%#($&#$!d$1&4,$#(*(%:#?!*+2!6%$!6$&!L*./2&*<-$&!)%(!`$2I/C$#!+#6!>*#6C+#-$#!&$*-%$&(!Y9-CB!Md7L'
Grundlagen der Markenpolitik
! k\!
P#($&,./%$6$B! D%$,! 4#6$&($! ,%./! N$6:./! 8$%)! '$%-$#! 6$&! 3*&5$! =4/&$#6! 6$,! K:#,+),B! G:!=+&6$#!8$%!6$&!3*&5$!Z:.*<Z:C*!=$%($&$!>%$&$%./$!%)!S$&-C$%./!@+&!;$1,%!*5(%9%$&(B!7+2<-&+#6!6%$,$&!M:&,./+#-,$&-$8#%,,$!-$=*##!6*,!,:-$#*##($!L$+&:)*&5$(%#-!%))$&!)$/&!*#!7+2)$&5,*)5$%(!%#!6$&!A$&8$8&*#./$!Y9-CB!>xPGER![\\r?!GB!r22B^B!")!$#-$&$#!G%##!=%&6!$,!*C,!6$&! VE%#,*(@! 9:#! *11*&*(%9$#! S$&2*/&$#! 6$&! >%:&,./+#-! @+! 3*&5(2:&,./+#-,@=$.5$#X!Y>xPGER![\\r?!GB!U\^!9$&,(*#6$#B!A$%($(!)*#!6%$!D$2%#%(%:#!N$6:./!=$%($&!*+,?!,:!%,(!L$+&:<)*&5$(%#-!6%$!VL+(@+#-!6$&!9%$C24C(%-$#!E&5$##(#%,,$!6$&!>%:&,./+#-! 2I&!6*,!3*&5$(%#-X!Y>xPGER![\\r?!GB!U\^B!D%$,$!=%&6!,./C%$HC%./!-$#+(@(?!+)!/$&*+,@+2%#6$#?!=%$!-$#*+!A$&8+#-!8$%)!K:#,+)$#($#!=%&5(B!
R$6%-C%./!@=$%!G$5+#6$#!K:#(*5(!)%(!$%#$&!A$&8$8:(,./*2(! &$%./$#!*+,?!6*,,!$%#$!A%&5+#-!$&@%$C(!=$&6$#!5*##B!>%$&8$%! %,(! C$6%-C%./!6%$!&%./(%-$!3*&5$#1:,%(%:#%$&+#-!=%./(%-?!+)!6%$!&%./(%-$#!>%&#&$-%:#$#!*#@+,1&$./$#B!Q$%!N$6$&!7+2#*/)$!9:#!"#2:&)*(%:#$#!9$&*&8$%($(!6*,!`$/%&#!)%(!*CC$#!G%##$#!$C2!3%CC%:#$#!G%##$,$%#6&I.5$! YQ%(,^B!D:./! C$6%-C%./!#+&!i\!Q%(,!-$<C*#-$#!@+)!7&8$%(,-$64./(#%,?!8$%!6$)!,%$!8$=+,,(!9$&*&8$%($(!=$&6$#B!D$&!d$,(!=%&6!+#8$<=+,,(!9$&*&8$%($(B! ")!`$/%&#!$p%,(%$&$#! ,:)%(! @=$%!+#($&,./%$6C%./$!Ga,($)$?!6%$!6%$! "#2:&<)*(%:#$#!9$&*&8$%($#!W!6$&!,:-$#*##($!7+(:1%C:(!+#6!6$&!;%C:(!Y9-CB!GZ>E"Ed!e!>ERD![\\r?!GB!h]2B^B!
!>880/=.*1!d9!@(,!`0/%&!.*=!=(,!>.&%$0/%&!=()!-(*)?'/0?'(*!\('0,*)!JK.(//(9! D*!>*/('A*.*1!7*!E<"YDYB!^!"YM@!3OOPQ!ER!S5T!
788%C6+#-!j!@$%-(!6*,!'+,*))$#,1%$C!@=%,./$#!6$)!;%C:($#!+#6!6$)!7+(:1%C:($#B!D*,!$&,($?!%)1C%@%($!Ga,($)!%,(!6$&!7+(:1%C:(B!D%$,$&!9$&*&8$%($(!6%$!*+2-$#:))$#!$C2!3%CC%:#$#!Q%(,!1&:!G$5+#6$! +#6! $#(,./$%6$(! C$(@($#6C%./! I8$&! 6%$! >*#6C+#-$#B! E&! *&8$%($(! +#8$=+,,(! +#6! @+!%/)! -$/0&$#! V6%$! G%##$,=*/&#$/)+#-?! 9%$C$! R$	:&-4#-$! Y@BQB! A$&8+#-^?! E):(%:#$#?!
Grundlagen der Markenpolitik
! kU!
M*+,(&$-$C#?!G($&$:(a1$#?!7+(:)*(%,)$#?!3*&5$#<7,,:@%*(%:#$#?!+#8$=+,,($!3*&5$#%)*-$,?!,1:#(*#$,!S$&/*C($#!+#6!%#(+%(%9$!E#(,./$%6+#-$#X!YGZ>E"Ed!e!>ERD![\\r?!GB!h]2B^B!E,!/*#6$C(!,%./! 6*8$%! *C,:! +)! 5:-#%(%9$! ;&:@$,,$?! 6%$! 2I&! 6%$! #:#9$&8*C$! K:))+#%5*(%:#?! 6*,! R$&#$#!+#6!G1$%./$&#!9:#!3*&5$#8:(,./*2($#!@+,(4#6%-!,%#6B!!
D$&! ;%C:(! %,(! 6*-$-$#! 6*,! $p1C%@%($! Ga,($)B! >%$&! =$&6$#! 6%$! "#2:&)*(%:#$#! %)! 7&8$%(,-$<64./(#%,!9$&*&8$%($(!+#6!$,!5:))(!@+!$%#$&!;C*#+#-!%#!6%$!'+5+#2(B!A4/&$#6!N$6:./!6$&!7+<(:1%C:(! %))$&! +#($&,./4(@(!=+&6$?! %,(! /$+(@+(*-$! 5C*&?! 6*,,! 6%$,$&! 6%$! $#(,./$%6$#6$!d:CC$!8$%)!S$&/*C($#!6$,!K:#,+)$#($#!,1%$C(!Y9-CB!GZ>E"Ed!e!>ERD![\\r?!GB!h]2B^B!E&!%,(!6*,!G($+$&<&*6?!V=$##!K:#,+)$#($#!*^!+#($&!'$%(6&+.5?!8^!)%(!"#2:&)*(%:#$#!I8$&C*,($(!Yf9$&C:*6^?!.^!=$#%-! %#($&$,,%$&(! +#6! 6^! +#,%./$&! /%#,%./(C%./! $%#$&! E#(,./$%6+#-! ,%#6?! @+)!Q$%,1%$C!=$%C!,%./! @=$%!3*&5$#! ,(*&5! 4/#$C#! :6$&! 6%$! E#(,./$%6+#-! ,$/&! 5:)1C$p! %,(! +#6! 6*)%(! 6%$! 8$<-&$#@($#!K*1*@%(4($#!6$,!$p1C%@%($#!Ga,($),!#%./(!*+,&$%./$#X!YGZ>E"Ed!e!>ERD
Grundlagen der Markenpolitik
! k[!
$,!+)!6*,!S$&(&*+$#!%#!6%$!J+*C%(4(!+#6!;&:6+5($%-$#,./*2($#?!:/#$!30-C%./5$%(!6%$,$!=*/&<@+#$/)$#B!D%$!Q*,%,!6$,!$'#)0)?'(*
Grundlagen der Markenpolitik
! k]!
-$#!$#(,./$%6$#6$,!D%22$&$#@%$&+#-,5&%($&%+)B!L*./!GZ>7RRE>L!Y[\UU?!GB!]j^!%,(!7+(/$#(%@%(4(!6*,! V7+,)*H! %6$#(%(4(,8$@:-$#$&! >*#6C+#-,9$&+&,*./+#-XB! D$)#*./! /4#-(! 6%$! 3*&5$#<*+(/$#(%@%(4(! 9:#!6$&! "6$#(%(4(! $%#$&!3*&5$!*8B!D*&*+,! 2:C-(?! 6*,,!8$%! $%#$)!/:/$#!E%#2C+,,!6$&! "6$#(%(4(!*+2!6%$!>*#6C+#-$#!$%#$&!3*&5$!6%$,$!*C,!,$/&!*+(/$#(%,./!-%C(B!D*!6%$!K:#,+<)$#($#!,%./!C$6%-C%./!I8$&!1$&,0#C%./$!E&2*/&+#-$#!$%#!,+8N$5(%9$,!Q%C6!6$&!3*&5$#%6$#(%(4(!$&,($CC$#?!%,(!6%$!7+(/$#(%@%(4(,8$+&($%C+#-!6+&./!6$#!L*./2&*-$&!*8/4#-%-!9:#!$p($&#!=*/&<#$/)8*&$#!"#6%5*(:&$#!Y9-CB!QPd37LL!e!>7R7G'fS"Z>!e!>E337LL![\U[?!GB!js^B!
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5 Einsatz von Testimonials in der Markenkom-munikation
5.1 Entwicklung von Testimonialwerbung in Deutsch-land
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Einsatz von Testimonials in der Markenkommunikation
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G:!/*(! ,%./!6*,!S$&=$#6$#!9:#!F$,(%):#%*C,! %#!6$&!3*&5$#5:))+#%5*(%:#!8%,!/$+($!#%./(!9$&4#6$&(B! G./:#!d*%#$&!'%))$&)*##?!6*)*C%-$&!ZEf!6$&!=$C(=$%(*-%$&$#6$#!A$&8$*-$#<(+&!QQDf?!8$/*+1($($?!6*,,!$,!5$%#!-&0H$&$,!;&:N$5(!-%8(!:/#$!6$#!E%#,*(@!9:#!1&:)%#$#($#!F$,(%):#%*C,B!G:)%(!,%#6!;&:)%#$#($!8$%!P#($&#$/)$#!+#6!7-$#(+&$#!-C$%./$&)*H$#!8$C%$8(!+#6! =$&6$#! *+./! %#! 6$&! /$+(%-$#! '$%(! -$&#$! 9$&=$#6$(B! D*8$%! ,:CC! N$6:./! #%./(! *+2! 6%$!")*-$12C$-$!6$,!;&:)%#$#($#?! ,:#6$&#!9%$C)$/&!6$&!3*&5$!$%#-$-*#-$#!=$&6$#! Y9-CB! GF"M<FPL`!>7PG!DEd!`EGZ>"Z>FE!DEd!QPLDEGdE;PQR"K!DEPFGZ>R7LD![\\U?!GB![\2B^B!7+2-&+#6!6$,!9%$C<9$&,1&$./$#6$#!E&2:C-,!=+&6$!6%$,$&!E22$5(!V)*&5(-$&$./(!9:&8$&$%($(!+#6!*+,-$,./C*./($(X!YGF"MFPL`!>7PG!DEd!`EGZ>"Z>FE!DEd!QPLDEGdE;PQR"K!DEPFGZ>R7LD![\\U?!GB![U^B!D%$,!/*(!N$6:./!@+&!M:C-$?!6*,,!6$&!E&2:C-!9:#!A$&8+#-!)%(!1&:)%#$#($#!3*&5$#8:(,./*2($&#!%#!6$#!C$(@($#!g*/&$#!,(*&5!#*./-$C*,,$#!/*(!+#6!6$&!E%#,*(@!9:#!D+&./,./#%((,8I&-$&#!,(4&5$&!%#!6$#!S:&<6$&-&+#6!-$&4(B!G./C%$HC%./!$&-*8!$%#$!G(+6%$!6$&!`2K<F$p(%C=%&(,./*2(?!6*,,!&+#6!jU!;&:@$#(!6$&! Q$2&*-($#! D+&./,./#%((,8I&-$&! *C,! A$&8$-$,%./($&! %#! 6$&! 3:6$8&*#./$! 8$9:&@+-$#!=I&6$#! Y9-CB! dqGZ>! [\UU^B! E,! 8C$%8(! *C,:! 6%$! M&*-$! 8$,($/$#?! :8! %#! 6$&! #*/$#! '+5+#2(! $%#!A*#6$C!%#!6$&!A$&8$8&*#./$!/%#,%./(C%./!6$,!E%#,*(@$,!9:#!F$,(%):#%*C,!8$9:&,($/(B!!
5.2 Funktionen und Ziele von Testimonials
A4/&$#6!2&I/$&!6%$!P#($&#$/)$&!,$C8,(!)%(! %/&$#!3*&5$#!%#!S$&8%#6+#-!-$8&*./(!=+&6$#?!,:!,%#6!$,!/$+(@+(*-$!*+,-$=4/C($!3*&5$#2I&,1&$./$&?!8$%!6$#!;$&,0#C%./5$%($#!6$,!022$#(C%<./$#!R$8$#,!8$,:#6$&,!8$C%$8(!,%#6B!"#!$(=*!N$6$)!#$+#($#!A$&8$,1:(!(&$($#!;&:)%#$#($!*C,!MI&,1&$./$&!$%#$&!3*&5$!*+2!Y9-CB!K"R"7L![\U[.?!GB!Usj2B^B!D%$,$!,%#6!N$6:./!N$!#*./!Q$5*##(</$%(,-&*6!)%(!/:/$#!K:,($#!9$&8+#6$#B!G:!2*#-$#!6%$!>:#:&*&$!2I&!$%#$!A$&8$1*&(#$&,./*2(!8$%! &$-%:#*C$#!;&:)%#$#($#!8$%!]\B\\\!E+&:!*#!+#6!$#6$#!8$%!A$C(,(*&,?!=%$!@+)!Q$%,1%$C!`$:&-$! ZC::#$a?! 8$%! 8%,! @+! U?h! 3%CC%:#$#! E+&:! Y9-CB! GF7dG! m! ZfLZE;F"fLG! [\Ui^B! D+&./<,./#%((,8I&-$&!,%#6!8$%!=$%($)!8%CC%-$&B!G:!$&/%$C(!$%#!F$,(%):#%*C!6$&!bM%$C)*##c!A$&8+#-!$%#$!`*-$!9:#!k\\!E+&:!Y9-CB!7;;![\U]^B!7+2-&+#6!6$,,$#!-&$%2$#!9$&,./%$6$#$!3*&5$#!*+2!D+&./,./#%((,8I&-$&!@+&I.5?!6%$!1:($#(%$CC$!K+#6$#!&$1&4,$#(%$&$#!,:CC$#B!!
D:./!(&:(@!6$&!N$=$%C%-$#?!+#($&,./%$6C%./$#!Fa1$#!-%8(!$,!$%#$!`$)$%#,*)5$%(!+#($&!%/#$#!W!%/&$!d:CC$!+#6!M+#5(%:#B!G:!,%#6!,./C%$HC%./!3*&5$#8:(,./*2($&!6*2I&!@+,(4#6%-?!V6$&!N$=$%C%<-$#!3*&5$!7+(/$#(%@%(4(!@+!9$&C$%/$#!+#6!,%$!9:&!6$)!$%-$#(C%./$#!K:#(*5(!)%(!6$)!;&:6+5(!:6$&! 6$&!D%$#,(C$%,(+#-! *)!;fG! $&C$88*&! @+!)*./$#X! YK"R"7L! [\U[.?! GB! Ush^B! S:&! *CC$)! *C,!M:C-$!6$&!M%#*#@<!+#6!A%&(,./*2(,5&%,$!9:#
Einsatz von Testimonials in der Markenkommunikation
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$%#/$&-$/$#6$!S$&(&*+$#,5&%,$B!D*6+&./!-$=*##$#!6%$!)%(! $%#$&!3*&5$! %#!S$&8%#6+#-!-$<8&*./($#!;$&,:#$#!=$%($&!*#!Q$6$+(+#-?!+)!6$#!K:#,+)$#($#!f&%$#(%$&+#-!+#6!G%./$&/$%(!6*&@+8%$($#B! ")! "6$*C2*CC! ,1&$./$#! ,%$! ,%./! $p1C%@%(! 2I&! $%#$!3*&5$! *+,!+#6!8$@$+-$#!6$&$#!R$%,(+#-,24/%-5$%(!Y9-CB!K"R"7L![\U[.?!GB!Ush^B!D:./!6%$,!%,(!9:&!*CC$)!8$%!;&:)%#$#($#!#%./(!%))$&!6$&!M*CCB!G:!8$)$&5($!7#6&$*,!;f`fD7?!`$,$CC,./*2($&!6$&!bQ&*#6)$a$&!3*&5$#8$&*<(+#-c! %#!>*)8+&-?! %#!$%#$)! "#($&9%$=!)%(!bG1%$-$C!f#C%#$cn! V`$#$&$CC! %,(!$,!1&:8C$)*(%,./?!=$##!$%#!;&:)%!2I&!9%$C$!3*&5$#!=%&8(B!L$/)$#!G%$!#+&!M&*#@!Q$.5$#8*+$&!W!6*!=$%H!6:./!5$%#$&!)$/&?! 2I&!=$#!6$&!I8$&/*+1(!#:./!,($/(X! Y;f`fD7![\Ui^B!D$,!A$%($&$#!,%$/(!$&!6$#!E&2:C-! 6*&%#?! $%#$#! %6$*C$#!3*&5$#8:(,./*2($&! @+! /*8$#?! 6$&! 9:#! 6$&!3*&5$! 8@=B! 9:#! 6$)!;&:6+5(!,$C8,(!8$-$%,($&(!%,(!Y9-CB!;f`fD7![\Ui^B!
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5.3 Erfolgsfaktoren von Testimonialwerbung
D%$! %#!78,./#%((! kB[! -$#*##($#!M+#5(%:#$#!+#6!'%$C$! 50##$#!6+&./!9$&,./%$6$#$!M*5(:&$#!8$$%#2C+,,(!=$&6$#B!7CC$#!M*5(:&$#!9:&*#!)I,,$#!F$,(%):#%*C,!`C*+8=I&6%-5$%(!8$%)!K:#<,+)$#($#!$&@$+-$#B!D%$,!8$,./&$%8(!6*,! ,:-$#*##($!bG:+&.$<3:6$CCcB!E&,(!=$##!6*,!F$,(%<):#%*C!*+,!G%./(!6$,!K:#,+)$#($#!-C*+8=I&6%-!$&,./$%#(?!5*##!$%#$!Q$$%#2C+,,+#-!6$,!3*&<5$#%)*-$,!,(*((2%#6$#!+#6!6*)%(!$%#/$&-$/$#6!6%$!3$%#+#-!%#!6%$!9:)!78,$#6$&!8$@=$.5($!d%./(+#-! -$4#6$&(! =$&6$#! Y9-CB! K"R"7L! [\UU?! GB! U]h^B! D%$! `C*+8=I&6%-5$%(! C4,,(! ,%./! #*./!Q7P3`7dF>!6*8$%!%#!K:)1$($#@!8@=B!G*./9$&,(*#6!+#6!%#!S$&(&*+$#,=I&6%-5$%(!+#($&($%C$#B!R$(@($&$! =%&6! ,./C%$HC%./! 6+&./! 6%$! =*/&/$%(,-$)4H$! Q$&%./($&,(*((+#-! 6$,! F$,(%):#%*C,!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Ur!V")*-$(&*#,2$&!%,(!6%$!=$./,$C,$%(%-$!O8$&(&*-+#-!+#6e:6$&!S$&,(4&5+#-!9:#!")*-$6%)$#,%:#$#!@=%,./$#!f8N$5($#X!Y>7`ELDfdM!e!;dO3KE![\\]?!GB!hk^!
Einsatz von Testimonials in der Markenkommunikation
! kr!
*+,-$6&I.5(!Y9-CB!Q7P3`7dF>![\\j?!GB![\i^B!D%$!`C*+8=I&6%-5$%(!5*##!6*8$%!,:=:/C!*+2!6%$!D+&./,./#%((,8I&-$&! *C,! *+./! *+2! 6%$! ;&:)%#$#($#! 8$@:-$#!=$&6$#B! G%$! %,(! ,:)%(! 6%$!Q*,%,!$%#$&!$&2:C-&$%./$#!F$,(%):#%*C=$&8+#-B!L*./!6$)!G:+&.$<7#,*(@!(&4-(!*+./!6%$!7((&*5(%9%<(4(! 6$,! F$,(%):#%*C,! @+! 6$)! E&2:C-! $%#$&!3*&5$#5:))+#%5*(%:#! 8$%B! G%$! %,(! 8$,:#6$&,! 8$%!-$&%#-$)! "#9:C9$)$#(! ,$%($#,!6$,!K:#,+)$#($#!=%./(%-?! 6*!/%$&@+! $%#!1$&%1/$&$&!d$%@!8$%!$8$#!6%$,$)!$&@$+-(!=%&6!Y9-CB!Q7P3`7dF>![\\j?!GB![\k^B!D%$!7((&*5(%9%(4(!5*##!6*8$%!%#!6%$!S$&(&*+(/$%(?! Ga)1*(/%$! +#6! x/#C%./5$%(! +#($&($%C(! =$&6$#B! D%$! 6&$%! Q$,(*#6($%C$! #$/)$#!$%#$#!=$,$#(C%./$#! E%#2C+,,! *+2! 6%$! O8$&@$+-+#-! 6$,! K:#,+)$#($#! $%#?! V=$##! 6%$,$&! ,%./!6*@+! ):(%9%$&(! 2I/C(?! ,$%#$! G$C8,(=*/&#$/)+#-?! ,$%#$! ,:@%*C$! d$1+(*(%:#! :6$&! $&2&$+C%./$!d:CC$#8$@%$/+#-$#!*+2@+=$&($#?!%#6$)!$&!,%./!)%(!$%#$)!8$=+#6$&($#!F$,(%):#%*C!%6$#(%2%<@%$&(!+#6!6$,,$#!E%#,($CC+#-!9$&%##$&C%./(X!YK"R"7L![\UU?!GB!Ui\^B!>%$&8$%!%,(!N$6:./!-$,:#6$&(!*+2!6$#!,:-$#*##($#!bS*)1%&$22$5(c!@+!*./($#?!8$%!6$)!6%$!`$2*/&!8$,($/(?!6*,,!6*,!F$,(%<):#%*C!9:#!6$&!$%-$#(C%./$#!3*&5$!*8C$#5(!+#6!6$&!E%#2C+,,!,./C%$HC%./!5$%#$!A%&5+#-!$&@%$C(!Y9-CB!Q7P3`7dF>![\\j?!GB!Uhk^B!!
D$,!A$%($&$#! %,(! $%#$! -$&%#-$!7#@*/C! 9:#!E#-*-$)$#(,! 6$&!F$,(%):#%*C,!=%./(%-B!D*/%#-$</$#6! 8$,($/(! 6%$! `$2*/&! 8$%! 6$&! S$&=$#6+#-! 9:#! 3*&5$#8:(,./*2($&#?! %)! G1$@%$CC$#! 9:#!;&:)%#$#($#?! 6*,,! 6%$! Ga)1*(/%$! +#6! S$&(&*+$#,=I&6%-5$%(! @+)! F$,(%):#%*C! 6+&./! 6$#!-C$%./@$%(%-$#! 7+2(&%((! 2I&! )$/&$&$! 3*&5$#! 9$&,./C$./($&(! =%&6B! D*&*+,! &$,+C(%$&$#6! 5*##!*+./!6%$!E%#,($CC+#-!@+&!A$&8+#-!8$$%#2C+,,(!=$&6$#!Y9-CB!Q7P3`7dF>![\\j?!GB![\i2B^B!A$%<($&/%#!C$%6$(!6*&+#($&!*+./!6%$!`C*+8=I&6%-5$%(?!=*,!,./C%$HC%./!6$#!S$&C+,(!6$&!"6$#(%2%@%$<&+#-!@+&!3*&5$!@+&!M:C-$!/*(!Y9-CB!QfRFEL!e!DdEAG?!GB!]i^B!!
E%#!=$%($&$&!M*5(:&!2I&!6$#!E&2:C-!9:#!F$,(%):#%*C=$&8+#-!%,(!6*,!M%((%#-!@=%,./$#!6$&!3*&<5$!+#6!6$)!3*&5$#8:(,./*2($&!Y9-CB!Q7P3`7dF>![\\j?!GB![\k^B!D%$,!C4,,(!,%./!*+2!6%$!b3*(./<+1<>a1:(/$,$c!@+&I.52I/&$#?!6%$!8$,*-(?!6*,,!@=%,./$#!F$,(%):#%*C!+#6!3*&5$!V$%#$!,*./C:<-%,./$! S$&8%#6+#-! YK:#-&+$#@^! 9:&/*#6$#! ,$%#! ,:CC($?! +)!=$&8$=%&5,*)! @+! ,$%#X! YK"R"7L![\UU?!GB!U]j^B
Empirische Studie
! kj!
6 Empirische Studie
6.1 Methodik und Vorgehensweise
P)!$%#$!$)1%&%,./$!G(+6%$!6+&./2I/&$#!@+!50##$#?!)I,,$#!8$,(%))($!S:&5$/&+#-$#!-$(&:2<2$#!=$&6$#?!=%$!6%$!G(+6%$!*+,,$/$#!+#6!=*,!)%(! %/&!$&&$%./(!=$&6$#!,:CCB!G:)%(!)+,,!,%./!9:&*8! I8$&! 6&$%! Q$&$%./$! `$6*#5$#! -$)*./(!=$&6$#B! '+)! $%#$#!)I,,$#! ,%./! >a1:(/$,$#!I8$&C$-(!=$&6$#?!6%$!)%(/%C2$!6$&!G(+6%$!-$1&I2(!=$&6$#!,:CC$#!+#6!6%$!,:)%(!7+2,./C+,,!I8$&!6$#! 7+28*+! 6$,! M&*-$8:-$#,! -$8$#B! L*./! 6$&! KC*&/$%(! I8$&! G(&+5(+&! +#6! 7+28*+! =$&6$#!M*CC8$%,1%$C$!8$#0(%-(?!6%$!*C,!`&+#6C*-$!6$&!G(+6%$!6%$#$#!+#6! C$(@($#6C%./!6%$!>a1:(/$,$#!1&I2$#!,:CC$#B!'+)!G./C+,,!5:))(!$,!@+&!G(%./1&:8$#&$5&+(%$&+#-?!8$%!6$&!6%$!F$,(1$&,:#$#!*+,-$=4/C(!=$&6$#B!
6.1.1 Aufbau des Fragebogens
Q$%! 6$)! M&*-$8:-$#! /*#6$C(! $,! ,%./! +)! $%#$! f#C%#$+)2&*-$! I8$&! 6%$! Q$2&*-+#-,,:2(=*&$!bJ+$,(Q*.5! P#%1*&5cB! D$&! M&*-$8:-$#! %,(! %#! 9%$&! F/$)$#8C0.5$! +#($&($%C(B! 7C,! M&*-$#(a1!=$&6$#!/*+1(,4./C%./!-$,./C:,,$#$!M&*-$#!9$&=$#6$(B!VQ$%!8#$23+($$#)#)!M&*-$#!-%8(!$,!$%#$!8$-&$#@($!+#6!6$2%#%$&($!7#@*/C!)0-C%./$&!7#(=:&(5*($-:&%$#?!%#!=$C./$!6%$!Q$2&*-+#-,1$&<,:#!%/&$!7#(=:&(!$%#1*,,$#!Yz2:&)*(%$&$#y^!)+,,X!Y;fdGF![\Ui?!GB!k]^B!D*)%(!=%&6!8$@=$.5(?!$%#$#!%6$*C$#!S$&-C$%./!@=%,./$#!6$#!$%#@$C#$#!;&:8*#6$#!@%$/$#!+#6!6%$!E&-$8#%,,$!8$,,$&!*+,=$&($#! @+! 50##$#B! '+,4(@C%./! =%&6! 6%$! E%#2*./#$##+#-! 6$&! -$,./C:,,$#$#! M&*-$#! -$<=4/C(?! =$,/*C8! ,%./! 6$&! L+(@$&! 2I&! $%#$! 7#(=:&(! $#(,./$%6$#!)+,,B! P)! @+! 9$&,./%$6$#$#!F/$)$#!6%$!E%#,($CC+#-!6$,!;&:8*#6$#!@+!$&2:&,./$#?!=$&6$#!6%$!)$%,($#!M&*-$#!,:!2:&)+<C%$&(?!6*,,!$%#$!k<;+#5(<R%5$&(<G5*C*Uj!9$&=$#6$(!=$&6$#!5*##B!>%$&)%(!50##$#!8$,()0-C%./!S$&-C$%./$!-$@:-$#!+#6!$%#$!$%#/$%(C%./$!7+,=$&(+#-!-$=4/&C$%,($(!=$&6$#B!P)!6$#!M&*-$<8:-$#!2I&!6$#!F$%C#$/)$&!@+!9$&$%#2*./$#!+#6!=$%($&/%#!@+!-$=4/&C$%,($#?!6*,,!6%$,$&!6$#!
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Uj!R%5$&(<G5*C*?!*+./!R%5$&<G5*C%$&+#-?!%,(!$%#!*+2!d*(%#-!8*,%$&$#6$,!G5*C%$&+#-,9$&2*/&$#!@+&!3$,<,+#-!6$&!E%#,($CC+#-!Y9-CB!AOQQEL>fdGF
Empirische Studie
! kh!
M&*-$8:-$#!#%./(! 2&I/@$%(%-! *88&%./(?!=%&6!6+&./!6$#!M&*-$8:-$#!/%#=$-!6%$,$&!M&*-$#(a1!-&0H($#($%C,!8$%8$/*C($#B!
D$&! $&,($! M&*-$#8C:.5! 8$,./42(%-(! ,%./! )%(! 6$&! *CC-$)$%#$#! Ga)1*(/%$! @+! A$&8+#-B! >%$&<6+&./! ,:CC! /$&*+,-$2+#6$#! =$&6$#?! =$C./$! A%&5+#-! +#6! E%#,($CC+#-! A$&8+#-! *CC-$)$%#!8$%)!K:#,+)$#($#!/$&9:&&+2(B!D%$,$!E%#,($CC+#-!5*##!,./C%$HC%./!*+./!E%#2C+,,!*+2!6%$!F$,<(%):#%*C=$&8+#-!/*8$#B!A$##! @BQB! $%#$! -&+#6,4(@C%./$!78#$%-+#-! -$-$#I8$&!A$&8+#-!8$<,($/(?!,:!50##$#!6%$!7#(=:&($#!%#!Q$@+-!*+2!6%$!F$,(%):#%*C=$&8+#-!$8$#2*CC,!#$-*(%9!8$$%#<2C+,,(!=$&6$#!+#6!*#6$&,/$&+)B!!
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`&+#6C*-$!6%$#(!/%$&<8$%!6%$!7"D7<M:&)$C!Y9-CB!78,./#%((!]BsB[^?!+)!@+!I8$&1&I2$#?!=%$!=%&5,*)!6%$!$%#@$C#$#!F$,<(%):#%*C2:&)$#!*+2!6$#!K:#,+)$#($#!,%#6B!G:)%(!=%6)$#!,%./!6%$!M&*-$#!6$&!7+2)$&5,*)<5$%(,*#&$-+#-?!6$&! "#($&$,,$#,$#(=%.5C+#-?!6$,!K*+2=+#,./$,!,:=%$!6$&!>*#6C+#-,*8,%./(B!7C,!M&*-$#(a1!=%&6!*+./!/%$&!6%$!R%5$&(<G5*C*!9$&=$#6$(B!'+6$)!=$&6$#!6%$!M&*-$#!,:=:/C!2I&!6%$!1&:)%#$#($#!3*&5$#8:(,./*2($&!*C,!*+./!2I&!6%$!D+&./,./#%((,8I&-$&!-C$%./-$/*C($#?!+)!$%#$#!8$,()0-C%./$#!S$&-C$%./!@%$/$#!+#6!,./C%$HC%./!$%#$!$&,($!7+,,*-$!I8$&!6%$!8$%6$#!F$,(%):#%*C2:&)$#!2:&)+C%$&$#!@+!50##$#B!
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
Empirische Studie
! s\!
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d$-$C!#+&! 2I&!$%#$!3*&5$!=$&8$#B!7#/*#6!9:#!*5(+$CC$#!A$&8+#-$#!,:=:/C!)%(!;&:)%#$#($#!*C,!*+./!)%(!D+&./,./#%((,8I&-$&#!*C,!3*&5$#8:(,./*2($&#!5*##!6$)#*./!6%$!G(4&5$!6$&!F$,(%<):#%*C<3*&5$#<S$&8%#6+#-! +#6! 6*)%(! $%#/$&-$/$#6!6$&! E&2:C-! #*./-$=%$,$#!=$&6$#B!D*<9:#! *8C$%($#6! 50##$#! 6%$! 1:,%(%9! *+,-$2*CC$#$#! 3*&5$#! *C,! Q$,(! ;&*.(%.$! 6%$#$#?! =:&*#!,./C%$HC%./!>*#6C+#-,$)12$/C+#-$#!2I&!P#($&#$/)$#!$&2*,,(!=$&6$#!50##$#B!
D$&! 9%$&($!+#6! C$(@($!F$%C! 6$&!P)2&*-$!8$@%$/(! ,%./! *+2! 6%$! ,:@%:6$):-&*2%,./$#!D*($#!6$&!K:#,+)$#($#?!+)!6%$!E&-$8#%,,$!8$,,$&!@+:&6#$#!@+!50##$#!+#6!@+!1&I2$#?!=$C./$!`&+11$!9:#!;$&,:#$#!*)!)$%,($#!9$&(&$($#!%,(!+#6!:8!6%$!;&:8*#6$#!,./C%$HC%./!6%$!`&+#6-$,*)(</$%(!=%$6$&,1%$-$C#B!
6.1.2 Auswahl der Fallbeispiele
A%$!%#!78,./#%((!s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bL"SE7! Mfd! 3ELc! 9:#!Q$%$&,6:&2!+#6!bG./=*&@5:12c!@+!6$#!=$&8$,(4&5,($#!K:#,+)-I($&/$&,($CC$&#!+#6!-$=4/&<C$%,($#! 6*6+&./! $%#$!K:#(%#+%(4(! +#6!;&4,$#@! %#! 6$&! M$&#,$/=$&8+#-! Y9-CB! GF7F"GF7! [\U[^B!P)! *+./! 9$&,./%$6$#$! Q&*#./$#! *+2@+2I/&$#?! =+&6$#! @+,4(@C%./! 6%$! b"L`! D%Q*c?!!bf1$Cc!+#6!6%$!bG1*&5*,,$c!/%#@+-$@:-$#B!7+./!6%$,$!3*&5$#!,%#6!%#!6$&!FS<A$&8+#-!,(*&5!9$&(&$($#B!b"L`!D%Q*c!=+&6$!6*8$%!%)!G1$@%$CC$#!*+,-$=4/C(?!6*!6%$,$!3*&5$!6+&./!$%#$!*+<H$&-$=0/#C%./!C*#-N4/&%-$!A$&8$1*&(#$&,./*2(!)%(!6$)!LQ7<Q*,5$(8*CC,1%$C$&!D%&5!L:=%(@<5%!*+,-$@$%./#$(!%,(!Y9-CB!"L`!D"Q7![\U]^B!G:)%(!5*##!,./C%$HC%./!-*&*#(%$&(!=$&6$#?!6*,,!6%$!8$2&*-($#! ;$&,:#$#!)%(! 6$#! $%#@$C#$#!3*&5$#! +#6! %/&$#! F$,(%):#%*C,! %#! K:#(*5(! -$(&$($#!
Empirische Studie
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6.3.1 Nutzwertanalyse der Testimonials
Durchschnittsbürger Prominente
Kriterium Gewichtung
(100) Bewertung
(0-10) Ergebnis Bewertung
(0-10) Ergebnis Aufmerksamkeit 10 Aufmerksamkeitswidmung 10 3 30 6 60
Summe 30 60 AIDA-Modell 25 Aufmerksamkeitsanregung 5 5 25 6 30 Interessensweckung 6 5 30 5 30 Wunsch zur Marke 7 4 28 4 28 Handlung 7 4 28 4 28
Summe 111 116 Eigenschaften 20 Vertrauenswürdigkeit 3 7 21 5 15 Unterhaltsamkeit 3 5 15 6 18 Sympathie 3 6 18 6 18 Glaubwürdigkeit 3 6 18 4 12 Seriosität 3 6 18 5 15 Authentizität 3 6 18 5 15 Nahbarkeit 2 6 12 5 10 Eigennutzung 2 6 12 4 8
Summe 72 63 Brancheneignung 10 Brancheneignung 10 5 50 1 10
Summe 50 10 Wiedererkennungswert 15 Testimonial-Marken-Zuordnung 15 3 45 3 45
Summe 45 45 Kosten 20 Gage 20 8 160 1 20
Summe 160 20
Summe Gesamt 100 468 314 678(//(!Z9
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Literaturverzeichnis
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EGZ>
Literaturverzeichnis
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Literaturverzeichnis
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Literaturverzeichnis
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3EMMEdF!e!QPd37LL![\\[!3$22$&(?!>$&%8$&(!l!Q+&)*##?!Z/&%,(:1/Q!"3#(.#%&$23#$!J.0)?/()<#>%!?#.!&?#)%&%=%$(.&#)%&#.%#)!-*./#)473.0)8B!"#n!3$22$&(?!>$&%8$&(!l!Q+&)*##?!Z/&%,(:1/!l!K:$&,?!3*&(%#!Y>&,-B^n!3*&5$#)*#*-$)$#(n!`&+#62&*-$#!6$&!%6$#(%(4(,:&%$#(%$&($#!3*&5$#2I/&+#-B!A%$,8*6$#!n!`*8C$&?![\\[?!GB!]k<r[!
3EdFEL![\\r!3$&($#?!KC*+,n!M&)473.0)8!&)!?&#!C(''0)&/*%&()$@&$$#)$23*4%B!]B!7+2CB!Q$&C%#!n!R"F<S$&C*-?![\\r!
3EdFEL![\U]!3$&($#?!KC*+,n!C()<#>%&()!W()!C(''0)&/*%&()Q!"3#(.&#!0)?!5.*[&$!?#$!$%.*%#8&$23#)!C(''0)&/*%&()$'*)*8#'#)%$B!A%$,8*6$#!n!G1&%#-$&!SG?![\U]!
3fGEd
Literaturverzeichnis
! TS"!
3PL'"L`Ed!e!3PG"fR![\\h!3+#@%#-$&?!P=$!l!3+,%:C?!K*&C!`$:&-n!-*./#)/(''0)&/*%&()!Q!E&#!-*./#)!U&#+8.0>>#)!#..#&23#)!0)?!A#8#3.#)!*0$+b$#)B!3I#./$#!n!)%<=%&(,./*2(,8+./?![\\h!
3ORREd![\Ui!3ICC$&?!7#6&$*,n!H?#)%&%=%$1*$&#.%#$!-*./#)'*)*8#'#)%!t:#C%#$uB!"#n!`*8C$&!A%&(,./*2(,C$p%5:#!W!PdRn!/((1nee=%&(,./*2(,C$p%5:#B-*8C$&B6$eD$2%#%(%:#e%6$#(%(*$(,8*,%$&($,<)*&5$#)*#*-$)$#(B/()C!Y78&+2n![\Ui<\U<Ur^!
fRfKf![\U[!fC:5:?!G/*),$an!9#+#1.&%:!-*./#%&)8!&)!6#0%$23+*)?!,!M&)#!B%0?&#!W()!9#+#1.&%:!-*./#%&)8!;++&*)2#!&)!C((>#.*%&()!'&%!E#.1#)^V#./*04#)!t:#C%#$uB!W!"#n!Z$C$8&%(a!;$&2:&)*#.$!W!PdRn!/((1nee===B.$C$8&%(a1$&2:&)*#.$B.:)e6:=#C:*6e,(+6%$B1/1!Y78&+2n![\U]<U[<Uj^!
;E;ERG![\\i!;$1$C,?!A$&#$&n!-*./#%&)8Q!O#3.L!0)?!F*)?1023N!iB!90CC%-!I8$&*&8B!+#6!$&=B!7+2CB!3I#./$#!n!fC6$#8:+&-?![\\i!
;E;ERG![\\j!;$1$C,?!A$&#$&!Y>&,-B^n!-*./%4(.$230)8Q!I.8*)&$*%&()!0)?!>.*/%&$23#!;)@#)?0)8N![B?!I8$&*&8B!+#6!$&=B!7+2CB!DI,,$C6:&2!n!Ga)1:,%:#!;+8CB?![\\j!
;"EKELQdfZK![\U]!;%$5$#8&:.5?!D%&5n!-&/.(b/()('&/!t:#C%#$uB!"#n!`*8C$&!A%&(,./*2(,C$p%5:#!W!PdRn!/((1nee=%&(,./*2(,C$p%5:#B-*8C$&B6$eD$2%#%(%:#e)%5&::$5:#:)%5B/()C!Y78&+2n![\U]<U[<Uk^!
;f`fD7![\Ui!;:-:6*?!7#6&$*,!Y"#(9(B^!l!>+.5:?!3*&-&$(!Y"#(9B^n!"#($&9%$=!@+)!F/$)*!;&:)%,!*C,!3*&5$#8:(,./*2($&!e!)%(!7#6&$*,!;:-:6*?!`$,$CC,./*2($&!6$&!Q&*#6)$a$&!3*&5$#8$&*(+#-!t:#C%#$uB!"#n!G1%$-$C!f#C%#$!W!PdRn!/((1nee===B,1%$-$CB6$e*+(:e*5(+$CCe)*&5$#8:(,./*2($&<=$&8+#-<)%(<1&:)%#$#($#<-$,%./($&#<*<hk]]k]B/()C!Y78&+2n![\Ui<\[<[[^!
;fdGF![\Ui!;:&,(?!d:C2n!K.*8#1(8#)!Q!M&)!;.1#&%$1023B!iB?!$&=B!7+2CB!A%$,8*6$#!n!G1&%#-$&!SG?![\Ui!
dE"LEZKE!e!g7L'![\\r!d$%#$.5$?!G9$#!l!g*#@?!G%):#$n!-*./#%&)82()%.(++&)8Q!B&23#.$%#++#)!W()!-*./#%&)8#44#/%&W&%=%!0)?!L#44&<&#)<B!G(+((-*&(!n!K:/C/*))$&?![\\r!
d";;ER!Uhrk!d%11$C?!K+&(n!J.0)?+*8#)!?#.!E#.10)8B!"#n!;:(/?!R+6=%-!`B!$(!*CBn!;&*5(%,./$,!R$/&8+./!6$&!A$&8+#-N!3I#./$#!n!)%!S$&C*-?!Uhrk?!GB!k]<h]!
df``E![\\i!d:--$?!>*#,<gI&-$#n!E#.10)8B!sB!7+2CB!R+6=%-,/*2$#!Yd/$%#^!n!M&%$6&%./!K%$/C!S$&C*-?![\\i!
dqGZ>![\UU!d0,./?!Q$&(n!;&:)%,n!Z'$*%<%0.1(!(?#.!J#+?W#.1.#))#.Y!t:#C%#$uB!"#n!F$p(%CA%&(,./*2(!W!PdRn!/((1nee===B($p(%C=%&(,./*2(B6$e,+./$e,/:=B1/1_%6,tu~j\]kkk!Y78&+2n![\U]<U[<[k^!
!!
Literaturverzeichnis
! TS""!
dPL`E![\UU!d+#-$?!g+C%*n!_*<*)!M2/#$!0)?!O0/*$!5(?(+$/&!@#.1#)!47.!?&#!6C-B!t:#C%#$uB!"#n!1&$,,$&$C*(%:#,!W!PdRn!!/((1nee===B1&$,,&$C*(%:#,B6$e#$=e,(*#6*&6e&$,+C(o)*%#B.2)_12*./~Um#o2%&)*#&o~U[[rkhm,$5(:&~1)m6$(*%C~Um&~ir\jrkm,%6m*5(%:#~N:+&o1)mv+$CC$~\!!Y78&+2n![\Ui<\[<\h^!
G7FFREd!e!SqRZKLEd![\\r!G*((C$&?!>$#&%5!l!M&*#@%,5*!S0C.5#$&n!-*./#)>(+&%&/B![B?!9:CC,(B!I8$&*&8B!+#6!$&=B!7+2CB!G(+((-*&(!n!S$&C*-!AB!K:/C/*))$&?![\\r!
GZ>7RRE>L![\UU!G./*CC$/#?!3%5$n!-*./#)L;0%3#)%&<&%=%Q!C()$%.0/%X!6#%#.'&)*)%#)!0)?!E&./0)8#)!*0$!B&23%!?#.!&?#)%&%=%$1*$&#.%#)!-*./#)47.30)8B!A%$,8*6$#!n!`*8C$&?![\UU!
GZ>E"Ed!e!>ERD![\\s!G./$%$&?!Z/&%,(%*#!l!>$C6?!D%&5n!E&#!E#.10)8!@&./%Q!M./#))%)&$$#!?#$!_#0.('*./#%&)8B!M&$%8+&-!%)!Q&$%,-*+!n!>*+2$?![\\s!
GZ>E"Ed!e!>ERD![\\r!G./$%$&?!Z/&%,(%*#!l!>$C6?!D%&5n!6&#!_#0.(LO(8&/!#.4(+8.#&23#.!-*./#)/(''0)&/*%&()B!"#n!>4+,$C?!>*#,<`$:&-n!L$+&:)*&5$(%#-n!E&5$##(#%,,$!6$&!>%:&,./+#-!2I&!3*&5$#2I/&+#-?!A$&8+#-!+#6!S$&5*+2B!M&$%8+&-!%)!Q&$%,-*+!n!>*+2$?![\\r?!GB!jr<U[]!
GZ>3"DF![\\i!G./)%6(?!G%$-2&%$6!gBn!F*)?1023!E#.10)8B!3I#,($&!n!R"F!S$&C*-?![\\i!
GZ>fQERF![\UU!G./:8$C(?!M&*+5$n!_&W#*!0)?!f(*23&'!Ob@!W#.+=)8#.)!1&$!RSgh!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e)*&5$(%#-e#%9$*o+#6oN:*./%)oC:$=o9$&C*$#-$&#o8%,o[\Ui!Y78&+2n![\Ui<\[<\h^!
GZ>fQERF![\U[!G./:8$C(?!M&*+5$n!6*)&#+*!C*%<#)1#.8#.!@&.1%!47.!5(2(!6('=)#!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e)*&5$(%#-e6*#%$C*o5*(@$#8$&-$&o=%&8(o2+$&o1:.:o6:)*$#$!Y78&+2n![\Ui<\[<\h^!
GZ>fQERF![\U]*!G./:8$C(?!M&*+5$n!f0)8!W()!-*%%!0)?!?&#!B>*./*$$#)Q!B>*.#)!'&%!-*.%&)*!F&++!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e)*&5$(%#-eN+#-o9:#o)*((o+#6o6%$o,1*&5*,,$#o,1*&$#o)%(o)*&(%#*o/%CC!Y78&+2n![\Ui<\[<Uk^!
GZ>fQERF![\U]8!G./:8$C(?!M&*+5$n!U0'!J(+?#)#)!F&.$23#)Q!_#0#!B>(%$!'&%!?#.!i_0%#++*jLK*'&+&#!t:#C%#$uB!"#n!AmS!W!PdRn!/((1nee===B=+9B6$e*-$#(+&$#e@+)o-:C6$#$#o/%&,./$#o#$+$o,1:(,o)%(o6$&o#+($CC*o2*)%C%$!Y78&+2n![\Ui<\[<U]^!
GZ>fQERF
Literaturverzeichnis
! TS"""!
GZ>PRF'![\\]!G./+C(@?!F*#N$9n!;++#$!&)$<#)&#.%!0)?!)&23%$!*0%3#)%&$23Y!V&$0#++#!C(''0)&/*%&()!&)!?#)!W&#+$23&23%&8#)!C()%#[%#)!W()!H)$<#)&#.0)8!0)?!;0%3#)%&<&%=%B!"#n!K#%$1$&?!F/:)*,!l!3ICC$&?!3*&%:#!`B!Y>&,-B^n!7+(/$#(%@%(4(!+#6!"#,@$#%$&+#-!9:#!Q%C6$&=$C($#B!K0C#!n!>*C$)?![\\]?!GB!U\<[i!
GZ>AE"`Ed!e!GZ>d7FFELEZKEd![\\h!G./=$%-$&?!`I#($&!l!G./&*(($#$.5$&?!`$&(&*+6n!E#.10)8!Q!M&)#!M&)473.0)8N!rB?!#$+!8$*&8B!7+2CB!G(+((-*&(!n!R+.%+,!m!R+.%+,?![\\h!
GZ>AELKE![\U]!G./=$#5$?!F/:)*,n!;)+#&%0)8!<0.!E#.10)8!'&%!5(+&%&/#.)!^!5.('&)#)%#)!,!J#+?!$>*.#)!@&.!B&[%!'&%!k_#0+*)?Y!W!PdRn!/((1nee&$./(,*#=*C(<,./=$#5$B6$e*#C$%(+#-<@+&<=$&8+#-<)%(<1&:)%#$#($#<-$C6<,1*&$#<=%$<,%p(e!Y78&+2n![\U]<U[<[\^!
GEEQf>L![\UU!G$$8:/#?!g:*./%)n!J*1+#.!C('>*/%+#[&/()!E#.10)8!Q!gNhSS!A#8.&44#!)*23$23+*8#)X!W#.$%#3#)X!*)@#)?#)N!iB!#$+!6+&./-$*&8B!7+2CB!A%$,8*6$#!n!`*8C$&!S$&C*-?![\UU!
G"E`EdF!e!QdEZ>E"G![\U\!G%$-$&(?!`*8&%$C$!l!Q&$./$%,?!D%$($&n!E#.10)8!&)!?#.!-#?&#)L!0)?!H)4(.'*%&()$8#$#++$23*4%!Q!M&)#!/(''0)&/*%&()$@&$$#)$23*4%+&23#!M&)473.0)8N![B!I8$&*&8$%($($!7+2CB!A%$,8*6$#!n!S$&CB!2I&!G:@%*C=%,,B?![\U\!
GqRRLEd![\\j!G0CC#$&?!7C8&$./(n!M&)473.0)8!&)!?*$!H)%#.)*%&()*+#!-*)*8#'#)%Q!M&)#!&)$%&%0%&()#)b/()('&$23#!5#.$>#/%&W#B!A%$,8*6$#!n!`*8C$&?![\\j!
GF7dG!m!ZfLZE;F"fLG![\Ui!G(*&,!m!Z:#.$1(%:#,n!B%*.LF()(.*.#!t:#C%#$uB!W!PdRn!/((1nee===B,(*&,.:#.$1(%:#,B.:)e/:#:&*&$B/()C!Y78&+2n![\Ui<\[<[]^!
GF7F"GF7![\\h!G(*(%,(*n!V#.1.*023#.@*3.)#3'0)8!W()!E#.10)8!'&%!B%*.$!<@&$23#)!RSSh!0)?!RSSl!t:#C%#$uB!W!PdRn!/((1nee6$B,(*(%,(*B.:)e,(*(%,(%5e6*($#e,(+6%$erirUje+)2&*-$e=*/&#$/)+#-<9:#<=$&8+#-<)%(<,(*&,<[\\je!Y78&+2n![\U]<U[<Ur^!
GF7F"GF7
Literaturverzeichnis
! T"T!
F>"ERGZ>!e!AERF'"L![\U[!F/%$C,./?!3$%#*C6!FB!l!A$C(@%#?!G%):#$n!I)+&)#LZ'4.*8#)!0)?!I)+&)#L-&%*.1#&%#.1#4.*80)8#)N!W!PdRn!/((1nee===B(/%$C,./B:&-e6:=#C:*6e=%&(,./*2(,1,a./:C:-%$eF/%$C,./o[\U[B162!!Y78&+2n![\Ui<\U<]U^!
F>f33EL![\U]!F/:))$#?!g$*#<;*+Cn!E&.%$23*4%+&23/#&%$>.&)<&>B!"#n!`*8C$&!A%&(,./*2(,C$p%5:#!W!PdRn!/((1nee=%&(,./*2(,C$p%5:#B-*8C$&B6$eD$2%#%(%:#e=%&(,./*2(C%./5$%(,1&%#@%1B/()C!Y78&+2n![\U]<U[<Uk^!
Fdf33GDfdMM!e!QEZKEd![\\h!F&:)),6:&22?!S:C5$&!l!Q$.5$&?!g+,(%#n!V#.4*3.#)!?#$!E#.1#'&%%#+L5.#%#$%&)8B!"#n!Q&+/#?!3*#2&$6!l!E,./?!M&*#@<d+6:C2!l!R*#-#$&?!F:8%*,!Y>&,-B^n!>*#68+./!K:))+#%5*(%:#n!`&+#6C*-$#!W!"##:9*(%9$!7#,4(@$!W!;&*5(%,./$!P),$(@+#-$#B!A%$,8*6$#!n!`*8C$&!S$&C*-?![\\h?!GB!h[U<hi[!
AOQQEL>fdGF![\U]!AI88$#/:&,(?!KC*+,n!O&/#.%LB/*+&#.0)8B!"#n!`*8C$&!A%&(,./*2(,C$p%5:#!W!PdRn!/((1nee=%&(,./*2(,C$p%5:#B-*8C$&B6$eD$2%#%(%:#eC%5$&(<,5*C%$&+#-B/()C!Y78&+2n![\Ui<\[<[k^!
A"GGELBDE![\U]!=%,,$#B6$n!"#$%&'()&*+!t:#C%#$uB!W!PdRn!/((1nee===B=%,,$#B6$e2&$)6=:&(e($,(%):#%*C!Y78&+2n![\U]<U[<[j^
! ""!
Anhang
1! FORMELN XXI!1.1 Bestimmung des gewichteten Mittelwertes bei einer Likert-Skala XXI
1.1.1 Formel XXI 1.1.2 Beispiel XXI
1.2 Bestimmung des Variationskoeffizienten XXII 1.2.1 Formel XXII 1.2.2 Beispiel XXII
1.3 Bestimmung der Bewertung der Nutzwertanalyse XXII 1.3.1 Formel XXII 1.3.2 Beispiel XXIII
2! TABELLE XXIV!
! ""#!
1 Formeln
1.1 Bestimmung des gewichteten Mittelwertes bei einer Likert-Skala
!"!"! Formel#
!"##$%&$'#! ! ! ! !! ! !! ! ! !! ! ! !! ! ! !! ! ! !!!"#$%&!!"#!!"#$%&#'" !
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6!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!:!
+!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!;!
,!%!&'($)*!+,-!&'./0-.,'!1,2!345*26)7,2.!<!
1.1.2 Beispiel
=,>.2??@'5! +,>! 5,/26).,.,'! 32..,*/,-.>! +,-! A,-.-$@,'>/B-+257,2.! 1,2! C@-6)>6)'2..>1B-D
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+!G,),-!'26).!H,-.-$@,'>/B-+25I!%!9;!
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Formeln
! ""##!
1.2 Bestimmung des Variationskoeffizienten
!"#"! Formel$
!"#$"%$&'()&*++$,$*'% ! !!"#$%#&%#'()*+,-$.!!!!!"##$%&$'# ! ! !""!!$%&! '()*+),+)-.&%/01*2! 3455(! 5%/0! 6-&,! +)5! 7,82,)99! '7''! :;*)3<5%&,&*!!! $&5=,%>(%?&!
'()(%5(%=!!!@41A%2=&%(&*B!&,,&/0*&*C!
1.2.2 Beispiel
D&5(%991*2! +&5! E),%)(%8*5=8&AA%F%&*(&*! +&,! E&,(,)1&*5.6,+%2=&%(! -&%! $1,/05/0*%((5-6,G
2&,*H!
I%((&3.&,(!:JB!K!LMNO!
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!"#$"%$&'()&*++$,$*'% ! !!!!"!!!" ! !"" ! !"!!!! $&,! E),%)(%8*5=8&AA%F%&*(! %5(! +)9%(! =3&%*&,! )35! RQSM!.)5! -&+&1(&(M! +)55! +&,!I%((&3.&,(! F1,!
E&,(,)1&*5.6,+%2=&%(!?8*!$1,/05/0*%((5-6,2&,*!,&>,45&*()(%?!%5(C!
1.3 Bestimmung der Bewertung der Nutzwertanalyse
!"%"! Formel$
!
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D&%!+&9!I%((&3.&,(!9155!+)-&%!+),)1A!2&)/0(&(!.&,+&*M!+)55!+%&!>85%(%?&!;*(.8,(9T23%/0G
=&%(!+%&!U&.%/0(1*2!R!&,043(M!19!+%&5!5/03%&V3%/0!)1A!+%&!'=)3%&,1*2!+&,!W1(F.&,()*)3<5&!19G
,&/0*&*!F1!=T**&*C!
Formeln
! ""###!
!"#"$ Beispiel%
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89&%:*)+! ;</! =*%'(5'()<//5:>%+&%)! 635! ?6%@&):2/5'(61/&%! %&+/! ;&<)&! 4*1;&%@56;@&</!
;&(%!635!+&.A()3<'(&!9&%:*)+!6)BC!
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=*%'(5'()<//5:>%+&%)! (<)5<'(/3<'(! <(%&%! 4*1;&%@56;@&</5&%%&+*)+! &<)&! -&.&%/*)+! O2)! J!
P*)@/&)B!
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! ""#$!
2 Tabelle
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