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Was ist eine Single-Brand-Strategie?

Posted on January 2, 2022January 17, 2022

Bei einer Single-Brand-Strategie hat eine Marke den alleinigen Anspruch auf einen bestimmten Marketingkanal. Ein Beispiel wäre, wenn Coca-Cola ein eigenes soziales Netzwerk lanciert, dem Wettbewerber nicht beitreten dürfen. Der Business Case für die Anwendung dieser Strategie liegt darin, dass die Marke das Gefühl hat, freier agieren zu können oder eine bessere Kontrolle zu haben, wenn sie der einzige Nutzer eines bestimmten Marketingkanals ist.

Warum sollte eine Marke das tun wollen?

Es gibt eine Reihe von Gründen, warum ein Unternehmen eine Ein-Marken-Strategie anwenden könnte. Der erste und häufigste Grund ist die Überzeugung, dass sie freier agieren oder eine bessere Kontrolle haben können, wenn sie der einzige Nutzer eines bestimmten Marketingkanals sind. Ein weiterer Grund für diese Strategie ist, dass die Marke das Gefühl hat, eine „Nische“ in ihrem Markt ausnutzen zu können, einen Bereich, in dem sie tätig sein kann, selbst wenn andere Marken präsent sind.

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