markenebene
Markenebene refers to the conceptual level at which a brand exists in the minds of consumers. It encompasses all the associations, perceptions, emotions, and meanings that consumers connect with a particular brand. This level is distinct from tangible product attributes or functional benefits. Instead, it focuses on the intangible value and identity a brand builds over time through marketing, communication, and customer experiences.
Developing a strong markenebene is crucial for brand success. It allows a brand to differentiate itself from
The markenebene influences purchasing decisions by tapping into consumers' needs for identity, aspiration, and emotional connection.