Interactive branding

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Interactive branding (also digital branding) describes the use of resources and methods for creating and managing brands in the context of interactive media . As a sub-discipline of brand control or brand policy , interactive branding focuses on the design of the representation of a brand at the interface between user (consumer) and offer (information, service, control and communication).

Interfaces to interactive systems ( user interfaces ) include all input and output options available to a user in connection with so-called " touchpoints "; Places and situations where users interact with digital systems. The entirety of the spatial and situational framework conditions for the use of an interactive offer is defined as a usage scenario . From the point of view of the user, the use of an interactive system results in what is known as the user experience .

Interactive branding stages and orchestrates the individual dimensions of the user experience with regard to the brand-relevant aspects or the brand perception to be achieved.

See also

literature

  • Kapferer, Jean-Noel: The brand - capital of the company . Landsberg / Lech 1992. ISBN 3-478225604 .
  • Baumgarth, Carsten: Brand Policy: Brand Effects - Brand Management - Brand Controlling. 2010. ISBN 978-3-834905871 .
  • Heribert Meffert, Christoph Burmann, Martin Koers: Brand Management: Identity- oriented brand management and practical implementation . 2nd edition Dresden 2002. ISBN 978-3-409218214 .
  • Olins, Wally: The new Guide to Identity . Gower Publishing 1996. ISBN 0-566-07737-X .
  • Adamson, Allen P .: BrandDigital: Simple Ways Top Brands Succeed in the Digital World . Pan Macmillan 2009. ISBN 9780230617629 .
  • Seybold, Patricia and Marshak, Ronni T .: koenig.kunde.com: how successful companies do business on the Internet. Düsseldorf 1999. ISBN 3-430-18377-4 .
  • Raskin, Jef: The Humane Interface: New Directions for Designing Interactive Systems . Amsterdam 2000. ISBN 9780201379372 .
  • Morville, Peter: Ambient Findability . O'Reilly Media 2005. ISBN 0-596007655g.