“Textbook”Brand in motion”appeared under the motto perspectives of business communication” contributions to the brand design and brand management were written at the Hochschule fur Technik und Wirtschaft (HTW) Berlin under the direction of Prof. Dr. Klaus Streeck. In 21 texts, the authors and authors of wonder how movement currently used for marking of companies, products and services and what potential movement as advanced Brandingelement could have are approaching. This area of the brand remained relatively unnoticed in the literature until then.
Although movement is used in varied manner in brand communication, for example, when flying a banner on the website or in moving images of TV spots, but it seems to exist until today not as a means to the explicit differentiation in the branding. The book is interesting for advertising agencies, brand specialists and communication consultants who are looking for innovative ideas and approaches for the branding. Life is movement Movement is life! So, it defines the biology. You can transport these laws also on brand management? Can I more vital conceptualize a brand on this movement? The use of movement in the branding has influence on the brand value, its development and thus the survival of a brand? Against the background of increasingly saturated markets, decreasing differentiability of the brands themselves and growing information overflow in the trademark area, this book explores the possibility to implement movement as a new, hitherto virtually untapped form of branding, to make tangible the brand in the brand management. The extension of the marking of a performance by a factor of Konzeptionierungsmoglichkeiten help to, to generate preferences at the consumer, and ultimately to bind him to the brand offers movement. The findings of this book provide new approaches, not only for creative agencies and brand manager, but for all their top Pramisse represents the increase of in brand value.
With contributions by: Julia Barthel, Carolina Botolin, Jennifer Ballett, Nicole Edgecombe, Sven Hartmann, Nadine cave, Nadja Katzenwadel, Dirk Kleemann, Nico Kapoor Babor, Andreas KoSTER, Karolina Karthick, Claudia Kruger, Ronny mix, Judith Nickels, Lisa Penzel, Martin Paine, Isabell prior, Mary Roder, Anja Ross, Annika Rygol, Corinna Sauter, Nicole Scheplitz, Henry Schroder, Klaus Streeck, Juliane Werner and Maika Ziehl. Paper: brand in motion contact Dr. Hans-Joachim Koster stanchion str. 22-24 10179 Berlin Tel. 03076403224 fax 03076403227