Overview Statistic: PDF-Downloads (blue) and Frontdoor-Views (gray)
  • search hit 6 of 856
Back to Result List

Social first? Not always! Brand co-creation through regional marketing at Deutsche Telekom

  • Deutsche Telekom, one of the world's leading integrated telecommunications companies, has recently shifted its focus in event marketing to prioritize more personal co-creational communication on regional occasions, rather than largescale events. This paper outlines the three-part LAW-principle that Deutsche Telekom follows in its brand communication in Germany, providing examples for each of the three pillars. The co-creation resulting from brand communication is changing the role of marketingDeutsche Telekom, one of the world's leading integrated telecommunications companies, has recently shifted its focus in event marketing to prioritize more personal co-creational communication on regional occasions, rather than largescale events. This paper outlines the three-part LAW-principle that Deutsche Telekom follows in its brand communication in Germany, providing examples for each of the three pillars. The co-creation resulting from brand communication is changing the role of marketing and brand practitioners. They are now required to negotiate with various stakeholders.show moreshow less

Export metadata

Additional Services

Share in Twitter Search Google Scholar Statistics
Metadaten
Author:Samuel Kristal, Patrick Weretecki
Parent Title (English):Transfer: Zeitschrift für Kommunikation & Markenmanagement
Publisher:New Business Verlag
Document Type:Article
Language:English
Year of Publishing:2024
Date of Publication (online):2024/04/29
Publishing Institution:Technische Hochschule Brandenburg
Release Date:2024/04/30
Volume:70
Issue:1
First Page:67
Last Page:71
Institutes:Fachbereich Wirtschaft
University Bibliography:Hochschulbibliografie
Licence (German):Creative Commons - CC BY - Namensnennung 4.0
Einverstanden ✔
Diese Webseite verwendet technisch erforderliche Session-Cookies. Durch die weitere Nutzung der Webseite stimmen Sie diesem zu. Unsere Datenschutzerklärung finden Sie hier.