@incollection{Kilian, author = {Kilian, Karsten}, title = {Multisensuales Marketing - Marken mit allen Sinnen erlebbar machen}, series = {Aktuelle Marketing- und Management-Trends : das Beste aus Theorie und Praxis}, booktitle = {Aktuelle Marketing- und Management-Trends : das Beste aus Theorie und Praxis}, editor = {Honal, Andrea and Abbate, Sandro}, publisher = {Kovac}, address = {Hamburg}, isbn = {9783830081586}, pages = {117 -- 144}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Mehr Erfolg mit Purpose und Haltung}, series = {Marke 41: das Marketingjournal}, journal = {Marke 41: das Marketingjournal}, number = {1}, publisher = {MIM, Marken Institut}, address = {M{\"u}nchen}, pages = {54 -- 58}, language = {de} } @incollection{Kilian, author = {Kilian, Karsten}, title = {Die B2B-Marken als Erfolgsgarant - Das W{\"u}rzburger Modell weist den Weg}, series = {10 Jahre Markenkonferenz B2B (Jubil{\"a}umsschrift)}, booktitle = {10 Jahre Markenkonferenz B2B (Jubil{\"a}umsschrift)}, publisher = {marconomy}, pages = {14 -- 17}, language = {de} } @incollection{Kilian, author = {Kilian, Karsten}, title = {Marke und Testimonial}, series = {Marke hoch 10}, booktitle = {Marke hoch 10}, editor = {Langenscheidt, Florian}, publisher = {Dt. Standards-Ed.}, address = {K{\"o}ln}, isbn = {9783869364483}, pages = {41 -- 50}, language = {de} } @incollection{Kilian, author = {Kilian, Karsten}, title = {Interne Markenverankerung bei den Mitarbeitern}, series = {Jahrbuch Marketing 2012/13}, booktitle = {Jahrbuch Marketing 2012/13}, editor = {Bernecker, Michael}, pages = {107 -- 125}, language = {de} } @article{KilianMuellerGilbert, author = {Kilian, Karsten and M{\"u}ller, Michael and Gilbert, Dirk Ulrich}, title = {Zum Wert internationaler Marken : kritische Analyse und Studienergebnisse}, series = {transfer}, journal = {transfer}, number = {1}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {26 -- 32}, language = {de} } @article{KilianMiklis, author = {Kilian, Karsten and Miklis, Markus}, title = {Die Evolution des Purpose: Die Entwicklung des (h{\"o}heren) Unternehmenszwecks im Zeitverlauf}, series = {transfer}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {58 -- 65}, language = {de} } @misc{KilianDisch, author = {Kilian, Karsten and Disch, Wolfgang K. A.}, title = {Interview mit Domizlaff-Verleger Wolfgang K. A. Disch}, series = {transfer}, journal = {transfer}, number = {1}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {54 -- 55}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Corporate Influencer : neuer Ansatzpunkt der Beeinflussung externer Interessengruppen}, series = {transfer}, journal = {transfer}, number = {3}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {35 -- 39}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Influencer Marketing - Markenerfolg mit reichweitenstarken prominenten Testimonials}, series = {transfer}, journal = {transfer}, number = {2}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {60 -- 66}, language = {de} } @article{KilianSchmidt, author = {Kilian, Karsten and Schmidt, Holger J.}, title = {Internal Branding, Employer Branding \& Co: Der Mitarbeiter im Markenfokus}, series = {transfer}, journal = {transfer}, number = {1}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {28 -- 33}, language = {de} } @article{KilianVoelker, author = {Kilian, Karsten and V{\"o}lker, Mareike}, title = {Markenstrategisches Change-Management}, series = {transfer}, journal = {transfer}, number = {2}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {70 -- 75}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {BEST IDEAS f{\"u}r Wachstumsstrategien von Marken}, series = {transfer}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {84 -- 87}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Interne Markenverankerung bei den Mitarbeitern}, series = {transfer}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {35 -- 40}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Die stimmige Kundenansprache {\"u}ber alle f{\"u}nf sinne macht Marken erfolgreicher}, series = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Medien}, journal = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Medien}, number = {1-2}, publisher = {Springer Gabler}, address = {Wiesbaden}, issn = {0173-5993}, pages = {16 -- 18}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Akustische Markenkommunikation mit facettenreichem Klangspektrum}, series = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Media}, journal = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Media}, number = {4-5}, publisher = {Springer Gabler}, address = {Wiesbaden}, issn = {0173-5993}, pages = {30 -- 31}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Stimmige visuelle Kommunikation gibt Marken Form und Farbe}, series = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Media}, journal = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Media}, number = {3}, publisher = {Springer Gabler}, address = {Wiesbaden}, issn = {0173-5993}, pages = {20 -- 21}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Vom Point of Sale zum Point of Experience}, series = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, number = {1-2}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {41 -- 43}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Markenwerte, welche Markenwerte?}, series = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, number = {5}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {64 -- 66}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Low Budget vs. Premium - Lufthansa steckt in einer Zwickm{\"u}hle}, series = {Absatzwirtschaft}, journal = {Absatzwirtschaft}, number = {6}, publisher = {Verlagsgruppe Handelsblatt}, address = {D{\"u}sseldorf}, pages = {34 -- 35}, language = {de} } @article{KilianBiesalski, author = {Kilian, Karsten and Biesalski, Alexander}, title = {Markenwert - quo vadis?}, series = {Asatzwirtschaft}, journal = {Asatzwirtschaft}, number = {11}, publisher = {Verlagsgruppe Handelsblatt}, address = {D{\"u}sseldorf}, pages = {54 -- 57}, language = {de} } @misc{KilianJun, author = {Kilian, Karsten and Jun, Chan-Jo}, title = {Werbliche Kennzeichnungspflichten : Influencer-Fraud und Verwendung von Fotos oder abfotografierten Textpassagen aus rechtlicher Sicht (Interview)}, series = {transfer}, volume = {66}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {54 -- 55}, language = {de} } @misc{KilianWeber, author = {Kilian, Karsten and Weber, Jelena}, title = {Aus dem Leben einer Influencerin : Prof. Dr. Karsten Kilian im Interview mit der Berliner DIY-Expertin Jelena Weber}, series = {transfer}, volume = {66}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {46}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Unternehmens- und Markenf{\"u}hrung mit dem W{\"u}rzburger Markenmanagement-Modell und dem BEST of Branding-Ansatz}, series = {transfer}, volume = {66}, journal = {transfer}, number = {3}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {36 -- 43}, language = {de} } @misc{KilianMansholt, author = {Kilian, Karsten and Mansholt, Jens}, title = {Steuerpflicht und Steuerarten sowie Geschenke und Gagen f{\"u}r Influencer aus steuerrechtlicher Sicht (Interview)}, series = {transfer}, volume = {66}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {56 -- 58}, language = {de} } @article{KilianRudmann, author = {Kilian, Karsten and Rudmann, Dunja}, title = {Does size matter? : der Einfluß der Followerzahl auf die Glaubw{\"u}rdigkeit von Influencern}, series = {transfer}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {30 -- 34}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Wie Farben und Formen, Schriften und Schl{\"u}sselbilder sowie Materialien Marken pr{\"a}gen k{\"o}nnen}, series = {transfer}, volume = {\&\&}, journal = {transfer}, number = {2}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {36 -- 42}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Influencer optimal systematisieren, strukturieren und selektieren}, series = {transfer}, journal = {transfer}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {18 -- 22}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Seit 60 Jahren pr{\"a}gen die 4 P's von McCarthy das Marketing}, series = {transfer}, journal = {transfer}, number = {1}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {1436-798X}, pages = {50 -- 53}, language = {de} } @article{KilianHausmann, author = {Kilian, Karsten and Hausmann, Michaela}, title = {Sinnvolle Kundenansprache - B2B-Marken wirkungsvoll mit allen Sinnen erleben}, series = {Industrieanzeiger}, journal = {Industrieanzeiger}, number = {10}, publisher = {Konradin}, address = {Leinfelden-Echterdingen}, issn = {0019-9036}, pages = {16 -- 19}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Bei B2B-Marken machen die Mitarbeiter den Unterschied}, series = {MaschinenMarkt}, journal = {MaschinenMarkt}, number = {7}, publisher = {Vogel}, address = {W{\"u}rzburg}, pages = {22 -- 24}, language = {de} } @article{KilianZocher, author = {Kilian, Karsten and Zocher, Kathrin}, title = {Markenhitparade: Brand Name Placements in den Musikcharts}, series = {Markenartikel}, volume = {83}, journal = {Markenartikel}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {32 -- 35}, language = {de} } @article{KilianBiesalski, author = {Kilian, Karsten and Biesalski, Alexander}, title = {Markenbewertung im Praxis-Check}, series = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, number = {4}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {68 -- 71}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {B2B-Markenerfolg - die Mitarbeiter machen den Unterschied}, series = {be: Dossier f{\"u}r Markenkultur}, volume = {1}, journal = {be: Dossier f{\"u}r Markenkultur}, number = {1}, publisher = {Cuecon}, address = {K{\"o}ln}, issn = {2197-5949}, pages = {17 -- 19}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Influencer Marketing mit Social Media Stars}, series = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, number = {10}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {96 -- 99}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Messeauftritt mit allen Sinnen}, series = {SPS-Magazin: Zeitschrift f{\"u}r Automatisierungstechnik}, journal = {SPS-Magazin: Zeitschrift f{\"u}r Automatisierungstechnik}, number = {Sonderausgabe SPS-Special, November 2013}, publisher = {TeDo-Verlag}, address = {Marburg}, issn = {0935-0187}, pages = {296 -- 297}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Mediale Kundenbeeinflussung mit Influencern}, series = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, number = {3}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Multisensuale Kundenansprache}, series = {B2B: das Magazin f{\"u}r B2B-Marken}, journal = {B2B: das Magazin f{\"u}r B2B-Marken}, number = {1}, publisher = {RTS Rieger Team Werbeagentur}, address = {Leinfelden-Echterdingen}, pages = {30 -- 36}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Mehr Markenprofilierung}, series = {W.News: Wirtschaftsmagazin der IHK Heilbronn-Franken}, journal = {W.News: Wirtschaftsmagazin der IHK Heilbronn-Franken}, number = {2}, publisher = {Hettenbach}, address = {Heilbronn}, pages = {56 -- 56}, language = {de} } @article{KilianBeideckRueger, author = {Kilian, Karsten and Beideck, Kim and R{\"u}ger, Julia}, title = {Die 20 wichtigsten Marketingtrends f{\"u}r 2021}, series = {Website boosting: seo, sea, e-commerce, usability, szene, tipps \& tools}, journal = {Website boosting: seo, sea, e-commerce, usability, szene, tipps \& tools}, number = {65}, publisher = {Hotspot-Verlag}, address = {W{\"u}rzburg}, issn = {2191-6241}, pages = {40 -- 44}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Die Zukunft der Marke zwischen Dominanz und Irrelevanz}, series = {Markenartikel}, volume = {83}, journal = {Markenartikel}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {54 -- 55}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Markenzukunft - Ideen und Inspirationen}, series = {creativ verpacken: packaging, design, marketing}, journal = {creativ verpacken: packaging, design, marketing}, number = {1}, publisher = {Lindenhaus}, address = {Wilmersdorf}, issn = {1433-8750}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Materieller Mehrwert - Wenn das Material zur Marke wird}, series = {Marketing Review St. Gallen: die neue Thexis-Marketingfachzeitschrift f{\"u}r Theorie und Praxis}, volume = {35}, journal = {Marketing Review St. Gallen: die neue Thexis-Marketingfachzeitschrift f{\"u}r Theorie und Praxis}, number = {5}, publisher = {Thexis Verlag}, address = {St. Gallen}, issn = {1865-7516}, pages = {12 -- 18}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Das W{\"u}rzburger Marken-Management-Modell}, series = {Marke 41: das Marketing Journal}, journal = {Marke 41: das Marketing Journal}, number = {4}, publisher = {MIM, Marken Institut M{\"u}nchen}, address = {M{\"u}nchen}, issn = {1866-5438}, pages = {54 -- 59}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Markenkooperationen mit Influencern}, series = {Marke 21: das Marketingjournal}, journal = {Marke 21: das Marketingjournal}, number = {1}, publisher = {MIM, Markeninstitut M{\"u}nchen}, address = {M{\"u}nchen}, pages = {40 -- 46}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Marke trifft Marke - Design x Brand}, series = {form}, journal = {form}, number = {279}, publisher = {Verlag Form}, address = {Frankfurt/Main}, issn = {0015-7678}, pages = {74 -- 77}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Influencer identifizieren - {\"U}ber Influencer Marketing und den BARDE-Ansatz}, series = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel: das Magazin f{\"u}r Markenf{\"u}hrung}, number = {7}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, language = {de} } @article{KilianMueller, author = {Kilian, Karsten and M{\"u}ller, Michael}, title = {Markencontrolling: Markenerfolg messbar machen}, series = {PraxisWissen Marketing}, journal = {PraxisWissen Marketing}, number = {1}, publisher = {uni-edition}, address = {Berlin}, issn = {2509-3029}, pages = {1 -- 21}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Material macht Marken}, series = {Form}, journal = {Form}, number = {274}, publisher = {Verlag Form}, address = {Frankfurt/Main}, issn = {0015-7678}, pages = {112 -- 117}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Kooperationsformen mit Influencern und Kennzeichnungspflichten}, series = {New business: das Magazin f{\"u}r Kommunikation und Medien}, journal = {New business: das Magazin f{\"u}r Kommunikation und Medien}, number = {21}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-4006}, pages = {16 -- 19}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Brand boosting: So steigern sie die Power ihrer Marke auch im Web}, series = {Website boosting: seo, sea, e-commerce, usability, szene, tipps \& tools}, journal = {Website boosting: seo, sea, e-commerce, usability, szene, tipps \& tools}, number = {62}, publisher = {Hotspot-Verlag}, address = {W{\"u}rzburg}, issn = {2191-6241}, pages = {16 -- 25}, language = {de} } @article{KilianSchmidt, author = {Kilian, Karsten and Schmidt, Holger J.}, title = {Markenf{\"u}hrungsans{\"a}tze mit Fokus Mitarbeiter}, series = {PharmAustria: das Branchenmagazin f{\"u}r Menschen, M{\"a}rkte \& Meinungen}, journal = {PharmAustria: das Branchenmagazin f{\"u}r Menschen, M{\"a}rkte \& Meinungen}, number = {3}, publisher = {MedMedia Verlags- und Mediaservice1}, address = {Wien}, issn = {2223-1099}, pages = {14 -- 18}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Social Media: Regeln f{\"u}r die werbliche Kennzeichnung}, series = {Markenartikel}, volume = {82}, journal = {Markenartikel}, number = {6}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {57 -- 59}, language = {de} } @article{KilianBeideckRueger, author = {Kilian, Karsten and Beideck, Kim and R{\"u}ger, Julia}, title = {20 Marketingtrends}, series = {Absatzwirtschaft}, volume = {63}, journal = {Absatzwirtschaft}, number = {11}, publisher = {Verlagsgruppe Handelsblatt}, address = {D{\"u}sseldorf}, pages = {50 -- 53}, language = {de} } @article{KilianGilbertMueller, author = {Kilian, Karsten and Gilbert, Dirk Ulrich and M{\"u}ller, Michael}, title = {Der l{\"a}nderbezogene Wert von Automarken}, series = {Markenartikel : das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel : das Magazin f{\"u}r Markenf{\"u}hrung}, number = {1-2}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {53 -- 56}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Wert(e)volle Markennamen}, series = {Absatzwirtschaft}, journal = {Absatzwirtschaft}, number = {7-8}, publisher = {Verlagsgruppe Handelsblatt}, address = {D{\"u}sseldorf}, pages = {38 -- 39}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Vom Golden Circle zur Golden Ratio}, series = {Absatzwirtschaft}, volume = {62}, journal = {Absatzwirtschaft}, number = {11}, publisher = {Verlagsgruppe Handelsblatt}, address = {D{\"u}sseldorf}, pages = {40 -- 42}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Influencer sind die neuen Promis}, series = {Absatzwirtschaft}, journal = {Absatzwirtschaft}, number = {7-8}, publisher = {Verlagsgruppe Handelsblatt}, address = {D{\"u}sseldorf}, pages = {76 -- 79}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Mitarbeiter als Markenbotschafter}, series = {Absatzwirtschaft}, journal = {Absatzwirtschaft}, number = {1-2}, publisher = {Verlagsgruppe Handelsblatt}, address = {D{\"u}sseldorf}, pages = {44 -- 46}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Sp{\"u}rbare Markenkommunikation, die sich gut anf{\"u}hlt und uns beeindruckt}, series = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Media}, journal = {Media-Spectrum: Strategien f{\"u}r Kommunikation \& Media}, number = {6-7}, publisher = {Springer Gabler}, address = {Wiesbaden}, issn = {0173-5993}, pages = {26 -- 29}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Dufte Markenkommunikation, die Kunden auf den Geschmack bringt}, series = {Media-Spectrum : Strategien f{\"u}r Kommunikation \& Mediein}, journal = {Media-Spectrum : Strategien f{\"u}r Kommunikation \& Mediein}, number = {8-9}, publisher = {Springer Gabler}, address = {Wiesbaden}, issn = {0173-5993}, pages = {28 -- 29}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Prominente in der Werbung}, series = {Markenartikel : das Magazin f{\"u}r Markenf{\"u}hrung}, journal = {Markenartikel : das Magazin f{\"u}r Markenf{\"u}hrung}, number = {Sonderausgabe "75 Jahre Markenartikel" Juni 2013}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {112 -- 115}, language = {de} } @article{Kilian, author = {Kilian, Karsten}, title = {Markennamen mit Mehrwert}, number = {Sonderheft 111 Jahre Markenverband, August 2014}, publisher = {New Business Verlag}, address = {Hamburg}, issn = {0342-1236}, pages = {112 -- 115}, language = {de} } @techreport{KilianErichsen, type = {Working Paper}, author = {Kilian, Karsten and Erichsen, Meret}, title = {Entwicklung einer Rebranding-Roadmap}, organization = {THWS Business School}, url = {http://nbn-resolving.de/urn:nbn:de:bvb:863-opus-64179}, pages = {9}, abstract = {Unternehmen f{\"u}hren im Schnitt alle 7 Jahre ein Rebranding durch. Damit sind grundlegende Entscheidungen verbunden f{\"u}r die es bisher kein idealtypisches Vorgehen gibt. Die Rebranding-Roadmap verdeutlicht, wie ein Rebranding erfolgreich durchgef{\"u}hrt werden kann und welche Aufgaben damit in Abh{\"a}ngigkeit vom Rebranding-Umfang verbunden sind. Die Roadmap stellt ein strukturiertes Vorgehen bei der Anpassung bzw. Neukonzeption von (Unternehmens-)Marken dar. Hierzu sind 5 Phasen zu durchlaufen, die vom Ausl{\"o}ser und der Analyse {\"u}ber die {\"U}berarbeitung bis zur Verankerung und Verbreitung reichen.}, language = {de} }