{"id":31946,"date":"2015-11-02T15:49:52","date_gmt":"2015-11-02T15:49:52","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=31946"},"modified":"2019-06-26T08:31:43","modified_gmt":"2019-06-26T07:31:43","slug":"eine-geschichte-der-markenfuhrung","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/de\/business-marketing\/a-history-of-branding\/","title":{"rendered":"Eine Geschichte des Branding"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><p><!--more--><br \/>\nBranding ist ganz einfach ein Zeichen, das eine Art, einen Grad oder ein Eigentum kennzeichnet. Das Wort selbst geht auf das altnordische \"brandr\" zur\u00fcck, was \"brennen\" bedeutet. In der heutigen Gesch\u00e4ftswelt wird es als ein Instrument betrachtet, das \u00fcber Erfolg oder Misserfolg eines Unternehmens entscheiden kann, je nachdem, wie es zur Schaffung von Bekanntheit eingesetzt wird. Dar\u00fcber hinaus hilft das Markenbewusstsein den Kunden zu verstehen, welche Produkte oder Dienstleistungen unter diesem Markennamen verkauft werden.<\/p>\n<p>Die Idee des Markenverst\u00e4ndnisses l\u00e4sst sich bis in die Natur zur\u00fcckverfolgen: Bestimmte Insekten wie Wespen und Bienen haben gelbe und schwarze Streifen, und diese Farben werden auch heute noch verwendet, um Zeichen der Vorsicht darzustellen. Vor etwa 32.000 Jahren waren H\u00f6hlenmalereien eine weitere M\u00f6glichkeit, Bedeutung durch visuelle Darstellungen zu vermitteln. Bestimmte Formen wurden abgebildet, um tiefere Bedeutungen zu vermitteln, \u00e4hnlich wie die Logos der heutigen Zeit.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31948\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/branding-iron.jpg\" alt=\"Brandeisen\" width=\"600\" height=\"250\" \/><\/p>\n<p>Das Wort \"Brandzeichen\" wurde um 2.700 v. Chr. in Gebrauch genommen. Die Urspr\u00fcnge des Brandzeichens sind viel einfacher als das moderne \u00c4quivalent, das f\u00fcr immer in Geheimnisse geh\u00fcllt ist: Rinder wurden gebrandmarkt, um den Besitz zu kennzeichnen. Ein einfacher Weg, um den Besitz zu vereinfachen, und im Laufe der Zeit begannen bestimmte \"Marken\", Qualit\u00e4t zu suggerieren, wenn man sie gegen\u00fcber anderen bevorzugte. Die Idee, verschiedene Marken mit einem bestimmten Zeichen zu kennzeichnen, setzte sich durch und wurde auf eine ganze Reihe von Produkten \u00fcbertragen. Sogar ein Laib Brot, der aus den Ruinen von Pompeji geborgen wurde, trug eine eindeutige Markierung auf der Oberseite, um die B\u00e4ckerei zu kennzeichnen. Sogar im Jahr 79 n. Chr. wurde die Wahl der Verbraucher von der Markenidentit\u00e4t geleitet.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31949\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/bass-branding.jpg\" alt=\"Bass-Branding\" width=\"600\" height=\"473\" \/><\/p>\n<p>Obwohl verschiedene Unternehmen den Produkten seit zweitausend Jahren ihren Stempel aufgedr\u00fcckt haben, ist das Eigentum erst seit kurzem rechtlich gesch\u00fctzt. Am 1. Januar<sup>st<\/sup> 1876 wurde das rote Dreieck, das die F\u00e4sser von Bass Ale kennzeichnete, zum ersten offiziellen Markenzeichen im Vereinigten K\u00f6nigreich und verschaffte dem Gesch\u00e4ft, wie es heute bekannt ist, den Durchbruch.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31950\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/nbcaudiobranding.jpg\" alt=\"nbc audio branding\" width=\"600\" height=\"395\" \/><\/p>\n<p>Da Besitz bekanntlich \"neun Zehntel des Gesetzes\" ausmacht, l\u00f6ste die erste Marke eine Revolution in Bezug auf Eigentum und Markenbildung aus, als die 20<sup>th<\/sup> Jahrhunderts wurden die Marken viel \"umfassender\". Die Gebr\u00fcder Michelin ver\u00f6ffentlichten ihren ersten Reisef\u00fchrer f\u00fcr Autofahrer, um lange Fahrten zu f\u00f6rdern und den Absatz von Reifen anzukurbeln. In den 1950er Jahren kam es zu einem weiteren Durchbruch, als das ABC-Glockenspiel zur ersten Audiomarke wurde. Es darf nicht vergessen werden, dass dieses Urteil, so beeindruckend es auch war, die T\u00fcren f\u00fcr den unvergesslichen Nokia-Klingelton \u00f6ffnete... Ob dies etwas ist, das gefeiert werden sollte, ist noch nicht entschieden.<img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-31951\" src=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2015\/11\/dom-joly.jpg\" alt=\"dom-joly nokia branding\" width=\"600\" height=\"228\" \/><\/p>\n<p>Die 50er Jahre sahen auch eine weitaus intensivere Welt der gestrafften Markenbildung und des Wettbewerbs zwischen den Unternehmen, was sich in den 80er Jahren mit der Macht der Markenbildung und der Kampagnen, die von Nike hervorgehoben wurden, noch verst\u00e4rkte. 1987 war Reebok die klar dominierende Marke, wenn es um Turnschuhe ging; bis Nike mit '<a href=\"https:\/\/en.wikipedia.org\/wiki\/Just_Do_It\">Tun Sie es einfach<\/a>' und ver\u00e4nderte die Welt des Branding mit dem einfachen Zusatz von Haltung.<\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":23,"featured_media":31953,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[547],"tags":[890],"class_list":{"0":"post-31946","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-marketing","8":"tag-branding"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A History of Branding | Solopress<\/title>\n<meta name=\"description\" content=\"From a simple way to identify cattle to worldwide theories behind design and corporate identity, let&#039;s take a look at the history of branding.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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