Absatzmittlergerichtetes, identitätsbasiertes Markenmanagement

Fewer and fewer brands are able to consistently implement their identity across all touchpoints with brand demanders. Many fail particularly in the personal dialogue with customers at the point of sale. A consistent presence of the manufacturer brand can only be achieved in cooperation with intermediaries. This requires intermediaries that have a high level of brand commitment to the manufacturer brand.

Against the backdrop of identity-based brand management, as well as inward-focused brand management and channel management, Philip Maloney develops a model for intermediary-oriented, identity-based brand management. The model addresses the interrelationships between various levers and brand commitment, as well as the behavior of intermediaries. The theoretical considerations are substantiated through an extensive empirical study using a leading brand from the premium segment of the kitchen furniture industry as an example.