Dirk Völker Business Advisory Services - Strategic Brand Management

body {behavior: url(https://www.dvbas.de/modules/mod_lxmenupro/csshover.htc);} table.moduletable div#topmenu_comp2lxmenupro, div.module div#topmenu_comp2lxmenupro { background: transparent; width: auto; } table.moduletable div#topmenu_comp2lxmenupro ul, div.module div#topmenu_comp2lxmenupro ul { margin: 0; padding: 0; } table.moduletable div#topmenu_comp2lxmenupro li, div.module div#topmenu_comp2lxmenupro li { float: left; position: relative; list-style: none; margin: 0; padding: 0; height: 19px; width: 104px; background-color: #ffffff; background-image: none; } table.moduletable div#topmenu_comp2lxmenupro li:hover, table.moduletable div#topmenu_comp2lxmenupro li.currentsub, div.module div#topmenu_comp2lxmenupro li:hover, div.module div#topmenu_comp2lxmenupro li.currentsub { background-color: #FFFFFF; background-image: none; background-image: none; z-index: 20; } table.moduletable div#topmenu_comp2lxmenupro li.mainitem, div.module div#topmenu_comp2lxmenupro li.mainitem { height: 21px; width: auto; background-color: #ffffff; } table.moduletable div#topmenu_comp2lxmenupro li.mainitem:hover, table.moduletable div#topmenu_comp2lxmenupro li.currentmain, div.module div#topmenu_comp2lxmenupro li.mainitem:hover, div.module div#topmenu_comp2lxmenupro li.currentmain { background-color: #ffffff; } table.moduletable div#topmenu_comp2lxmenupro li a, div.module div#topmenu_comp2lxmenupro li a { display: block; padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: #333333; font-size: 12px; font-family: arial,helvetica,sans-serif; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: none; border-top-style: solid; border-top-width: 2px; border-top-color: #FFFFFF; border-right-style: solid; border-right-width: 20px; border-right-color: #FFFFFF; border-bottom-style: solid; border-bottom-width: 2px; border-bottom-color: #FFFFFF; width: auto; height: auto; } table.moduletable div#topmenu_comp2lxmenupro li:hover>a, table.moduletable div#topmenu_comp2lxmenupro li.currentsub>a, div.module div#topmenu_comp2lxmenupro li:hover>a, div.module div#topmenu_comp2lxmenupro li.currentsub>a { color: #333333; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: underline; border-top-style: solid; border-top-width: 2px; border-top-color: #ffffff; border-right-style: solid; border-right-width: 20px; border-right-color: #ffffff; border-bottom-style: solid; border-bottom-width: 2px; border-bottom-color: #ffffff; } table.moduletable div#topmenu_comp2lxmenupro li.mainitem>a, div.module div#topmenu_comp2lxmenupro li.mainitem>a { padding-top: 0px; padding-right: 0px; padding-bottom: 0px; padding-left: 0px; color: #333333; font-size: 14px; font-family: arial,helvetica,sans-serif; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: none; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 5px; border-top-color: #ffffff; border-right-style: solid; border-right-width: 20px; border-right-color: #ffffff; border-bottom-style: solid; border-bottom-width: 5px; border-bottom-color: #ffffff; } table.moduletable div#topmenu_comp2lxmenupro li.mainitem:hover>a, table.moduletable div#topmenu_comp2lxmenupro li.currentmain>a, div.module div#topmenu_comp2lxmenupro li.mainitem:hover>a, div.module div#topmenu_comp2lxmenupro li.currentmain>a { color: #333333; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: underline; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 5px; border-top-color: #ffffff; border-right-style: solid; border-right-width: 20px; border-right-color: #ffffff; border-bottom-style: solid; border-bottom-width: 5px; border-bottom-color: #ffffff; } table.moduletable div#topmenu_comp2lxmenupro ul.level1 a, div.module div#topmenu_comp2lxmenupro ul.level1 a { width: auto; } table.moduletable div#topmenu_comp2lxmenupro li.folder>a, div.module div#topmenu_comp2lxmenupro li.folder>a { } table.moduletable div#topmenu_comp2lxmenupro>ul a, div.module div#topmenu_comp2lxmenupro>ul a { width: auto; } table.moduletable div#topmenu_comp2lxmenupro ul ul, div.module div#topmenu_comp2lxmenupro ul ul { display: none; position: absolute; width: 104px; } table.moduletable div#topmenu_comp2lxmenupro ul.level0 li.folder:hover ul.level1, table.moduletable div#topmenu_comp2lxmenupro ul.level1 li.folder:hover ul.level2, table.moduletable div#topmenu_comp2lxmenupro ul.level2 li.folder:hover ul.level3, table.moduletable div#topmenu_comp2lxmenupro ul.level3 li.folder:hover ul.level4, table.moduletable div#topmenu_comp2lxmenupro ul.level4 li.folder:hover ul.level5, table.moduletable div#topmenu_comp2lxmenupro ul.level5 li.folder:hover ul.level6, table.moduletable div#topmenu_comp2lxmenupro ul.level6 li.folder:hover ul.level7, table.moduletable div#topmenu_comp2lxmenupro ul.level7 li.folder:hover ul.level8, table.moduletable div#topmenu_comp2lxmenupro ul.level8 li.folder:hover ul.level9, div.module div#topmenu_comp2lxmenupro ul.level0 li.folder:hover ul.level1, div.module div#topmenu_comp2lxmenupro ul.level1 li.folder:hover ul.level2, div.module div#topmenu_comp2lxmenupro ul.level2 li.folder:hover ul.level3, div.module div#topmenu_comp2lxmenupro ul.level3 li.folder:hover ul.level4, div.module div#topmenu_comp2lxmenupro ul.level4 li.folder:hover ul.level5, div.module div#topmenu_comp2lxmenupro ul.level5 li.folder:hover ul.level6, div.module div#topmenu_comp2lxmenupro ul.level6 li.folder:hover ul.level7, div.module div#topmenu_comp2lxmenupro ul.level7 li.folder:hover ul.level8, div.module div#topmenu_comp2lxmenupro ul.level8 li.folder:hover ul.level9 { display:block; } table.moduletable div#topmenu_comp2lxmenupro ul.level0, div.module div#topmenu_comp2lxmenupro ul.level0 { -moz-opacity: 0.8; } table.moduletable div#topmenu_comp2lxmenupro ul.level1, div.module div#topmenu_comp2lxmenupro ul.level1 { -moz-opacity: 0.85; } table.moduletable div#topmenu_comp2lxmenupro ul.level1, div.module div#topmenu_comp2lxmenupro ul.level1 { top: 21px; left: 0px; } table.moduletable div#topmenu_comp2lxmenupro ul.level2, table.moduletable div#topmenu_comp2lxmenupro ul.level3, table.moduletable div#topmenu_comp2lxmenupro ul.level4, table.moduletable div#topmenu_comp2lxmenupro ul.level5, table.moduletable div#topmenu_comp2lxmenupro ul.level6, table.moduletable div#topmenu_comp2lxmenupro ul.level7, table.moduletable div#topmenu_comp2lxmenupro ul.level8, table.moduletable div#topmenu_comp2lxmenupro ul.level9, div.module div#topmenu_comp2lxmenupro ul.level2, div.module div#topmenu_comp2lxmenupro ul.level3, div.module div#topmenu_comp2lxmenupro ul.level4, div.module div#topmenu_comp2lxmenupro ul.level5, div.module div#topmenu_comp2lxmenupro ul.level6, div.module div#topmenu_comp2lxmenupro ul.level7, div.module div#topmenu_comp2lxmenupro ul.level8, div.module div#topmenu_comp2lxmenupro ul.level9 { top: 0px; left: 104px; }

#topmenu_comp2_menu { display: none; }

body {behavior: url(https://www.dvbas.de/modules/mod_lxmenupro/csshover.htc);} table.moduletable div#submenue_literatur9lxmenupro, div.module div#submenue_literatur9lxmenupro { position: relative; top: 0px; left: 0px; background: transparent; width: auto; } table.moduletable div#submenue_literatur9lxmenupro ul, div.module div#submenue_literatur9lxmenupro ul { margin: 0; padding: 0; width: 200px; height: auto; } table.moduletable div#submenue_literatur9lxmenupro li, div.module div#submenue_literatur9lxmenupro li { position: relative; list-style: none; margin: 0; padding: 0; height: 19px; width: 160px; background-color: #6699CC; background-image: none; } table.moduletable div#submenue_literatur9lxmenupro li:hover, table.moduletable div#submenue_literatur9lxmenupro li.currentsub, div.module div#submenue_literatur9lxmenupro li:hover, div.module div#submenue_literatur9lxmenupro li.currentsub { background-color: #FFFFFF; background-image: none; z-index: 20; } table.moduletable div#submenue_literatur9lxmenupro li.mainitem, div.module div#submenue_literatur9lxmenupro li.mainitem { height: 26px; width: 200px; background-color: #ffffff; } table.moduletable div#submenue_literatur9lxmenupro li.mainitem:hover, table.moduletable div#submenue_literatur9lxmenupro li.currentmain, div.module div#submenue_literatur9lxmenupro li.mainitem:hover, div.module div#submenue_literatur9lxmenupro li.currentmain { background-color: #FFFFFF; } table.moduletable div#submenue_literatur9lxmenupro li a, div.module div#submenue_literatur9lxmenupro li a { display: block; padding-top: 2px; padding-right: 3px; padding-bottom: 2px; padding-left: 3px; color: #FFFFFF; font-size: 11px; font-family: tahoma,verdana,arial; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: none; border-style: solid; border-color: #FFFFFF; border-top-width: 1px; border-right-width: 1px; border-bottom-width: 1px; border-left-width: 1px; border-left-style: solid; border-left-width: 6px; border-left-color: #FFFFFF; width: auto; height: auto; } table.moduletable div#submenue_literatur9lxmenupro li:hover>a, table.moduletable div#submenue_literatur9lxmenupro li.currentsub>a, div.module div#submenue_literatur9lxmenupro li:hover>a, div.module div#submenue_literatur9lxmenupro li.currentsub>a { color: #006699; font-weight: normal; text-align: center; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: none; border-style: solid; border-color: #6699CC; border-top-width: 1px; border-right-width: 1px; border-bottom-width: 1px; border-left-width: 1px; border-left-style: solid; border-left-width: 6px; border-left-color: #6699CC; } table.moduletable div#submenue_literatur9lxmenupro li.mainitem>a, div.module div#submenue_literatur9lxmenupro li.mainitem>a { padding-top: 0px; padding-right: 8px; padding-bottom: 0px; padding-left: 1px; color: #333333; font-size: 12px; font-family: arial,helvetica,sans-serif; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: none; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 3px; border-top-color: #FFFFFF; border-bottom-style: solid; border-bottom-width: 3px; border-bottom-color: #FFFFFF; } table.moduletable div#submenue_literatur9lxmenupro li.mainitem:hover>a, table.moduletable div#submenue_literatur9lxmenupro li.currentmain>a, div.module div#submenue_literatur9lxmenupro li.mainitem:hover>a, div.module div#submenue_literatur9lxmenupro li.currentmain>a { color: #333333; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: underline; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 3px; border-top-color: #ffffff; border-bottom-style: solid; border-bottom-width: 3px; border-bottom-color: #ffffff; } table.moduletable div#submenue_literatur9lxmenupro ul.level1 a, div.module div#submenue_literatur9lxmenupro ul.level1 a { width: auto; } table.moduletable div#submenue_literatur9lxmenupro li.folder>a, div.module div#submenue_literatur9lxmenupro li.folder>a { } table.moduletable div#submenue_literatur9lxmenupro>ul a, div.module div#submenue_literatur9lxmenupro>ul a { width: auto; } table.moduletable div#submenue_literatur9lxmenupro ul ul, div.module div#submenue_literatur9lxmenupro ul ul { display: none; position: absolute; top: 0px; left: 160px; width: 160px; } table.moduletable div#submenue_literatur9lxmenupro ul ul.level1, div.module div#submenue_literatur9lxmenupro ul ul.level1 { left: 200px; } table.moduletable div#submenue_literatur9lxmenupro ul.level0 li.folder:hover ul.level1, table.moduletable div#submenue_literatur9lxmenupro ul.level1 li.folder:hover ul.level2, table.moduletable div#submenue_literatur9lxmenupro ul.level2 li.folder:hover ul.level3, table.moduletable div#submenue_literatur9lxmenupro ul.level3 li.folder:hover ul.level4, table.moduletable div#submenue_literatur9lxmenupro ul.level4 li.folder:hover ul.level5, table.moduletable div#submenue_literatur9lxmenupro ul.level5 li.folder:hover ul.level6, table.moduletable div#submenue_literatur9lxmenupro ul.level6 li.folder:hover ul.level7, table.moduletable div#submenue_literatur9lxmenupro ul.level7 li.folder:hover ul.level8, table.moduletable div#submenue_literatur9lxmenupro ul.level8 li.folder:hover ul.level9, div.module div#submenue_literatur9lxmenupro ul.level0 li.folder:hover ul.level1, div.module div#submenue_literatur9lxmenupro ul.level1 li.folder:hover ul.level2, div.module div#submenue_literatur9lxmenupro ul.level2 li.folder:hover ul.level3, div.module div#submenue_literatur9lxmenupro ul.level3 li.folder:hover ul.level4, div.module div#submenue_literatur9lxmenupro ul.level4 li.folder:hover ul.level5, div.module div#submenue_literatur9lxmenupro ul.level5 li.folder:hover ul.level6, div.module div#submenue_literatur9lxmenupro ul.level6 li.folder:hover ul.level7, div.module div#submenue_literatur9lxmenupro ul.level7 li.folder:hover ul.level8, div.module div#submenue_literatur9lxmenupro ul.level8 li.folder:hover ul.level9 { display:block; } table.moduletable div#submenue_literatur9lxmenupro ul.level1, div.module div#submenue_literatur9lxmenupro ul.level1 { -moz-opacity: 0.8; }

#submenue_literatur9_menu { display: none; }

Kevin L. Keller
Strategic Brand Management
Building, Measuring, and Managing Brand Equity
Prentice-Hall, 1998

Klassiker des Marken-Managements. Gute Ergänzung zur normalen Strategieliteratur, wenn es um die Behandlung von Marken unter strategischen Aspekten geht. Unzählige Beispiele und interessante Zitate.

body {behavior: url(https://www.dvbas.de/modules/mod_lxmenupro/csshover.htc);} table.moduletable div#mainmenu1lxmenupro, div.module div#mainmenu1lxmenupro { position: relative; top: 0px; left: 0px; background: transparent; width: auto; } table.moduletable div#mainmenu1lxmenupro ul, div.module div#mainmenu1lxmenupro ul { margin: 0; padding: 0; width: 160px; height: auto; } table.moduletable div#mainmenu1lxmenupro li, div.module div#mainmenu1lxmenupro li { position: relative; list-style: none; margin: 0; padding: 0; height: 19px; width: 90px; background-color: #FFFFFF; background-image: none; } table.moduletable div#mainmenu1lxmenupro li:hover, table.moduletable div#mainmenu1lxmenupro li.currentsub, div.module div#mainmenu1lxmenupro li:hover, div.module div#mainmenu1lxmenupro li.currentsub { background-color: #FFFFFF; background-image: none; z-index: 20; } table.moduletable div#mainmenu1lxmenupro li.mainitem, div.module div#mainmenu1lxmenupro li.mainitem { height: 22px; width: 160px; background-color: #FFFFFF; } table.moduletable div#mainmenu1lxmenupro li.mainitem:hover, table.moduletable div#mainmenu1lxmenupro li.currentmain, div.module div#mainmenu1lxmenupro li.mainitem:hover, div.module div#mainmenu1lxmenupro li.currentmain { background-color: #FFFFFF; } table.moduletable div#mainmenu1lxmenupro li a, div.module div#mainmenu1lxmenupro li a { display: block; padding-top: 1px; padding-right: 1px; padding-bottom: 1px; padding-left: 1px; color: #333333; font-size: 11px; font-family: arial,helvetica,sans-serif; font-weight: normal; text-align: right; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: none; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 2px; border-top-color: #FFFFFF; border-right-style: solid; border-right-width: 3px; border-right-color: #FFFFFF; border-bottom-style: solid; border-bottom-width: 2px; border-bottom-color: #FFFFFF; border-left-style: solid; border-left-width: 3px; border-left-color: #FFFFFF; width: auto; height: auto; } table.moduletable div#mainmenu1lxmenupro li:hover>a, table.moduletable div#mainmenu1lxmenupro li.currentsub>a, div.module div#mainmenu1lxmenupro li:hover>a, div.module div#mainmenu1lxmenupro li.currentsub>a { color: #333333; font-weight: normal; text-align: right; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: underline; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 2px; border-top-color: #FFFFFF; border-right-style: solid; border-right-width: 3px; border-right-color: #FFFFFF; border-bottom-style: solid; border-bottom-width: 2px; border-bottom-color: #FFFFFF; border-left-style: solid; border-left-width: 3px; border-left-color: #FFFFFF; } table.moduletable div#mainmenu1lxmenupro li.mainitem>a, div.module div#mainmenu1lxmenupro li.mainitem>a { padding-top: 2px; padding-right: 3px; padding-bottom: 2px; padding-left: 18px; color: #333333; font-size: 14px; font-family: arial,helvetica,sans-serif; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: none; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 2px; border-top-color: #FFFFFF; border-right-style: solid; border-right-width: 3px; border-right-color: #FFFFFF; border-bottom-style: solid; border-bottom-width: 2px; border-bottom-color: #FFFFFF; border-left-style: solid; border-left-width: 15px; border-left-color: #FFFFFF; } table.moduletable div#mainmenu1lxmenupro li.mainitem:hover>a, table.moduletable div#mainmenu1lxmenupro li.currentmain>a, div.module div#mainmenu1lxmenupro li.mainitem:hover>a, div.module div#mainmenu1lxmenupro li.currentmain>a { color: #333333; font-weight: normal; text-align: left; text-transform: none; direction: ltr; unicode-bidi: bidi-override; text-decoration: underline; border-top-width: 0; border-right-width: 0; border-bottom-width: 0; border-left-width: 0; border-top-style: solid; border-top-width: 2px; border-top-color: #FFFFFF; border-right-style: solid; border-right-width: 3px; border-right-color: #FFFFFF; border-bottom-style: solid; border-bottom-width: 2px; border-bottom-color: #FFFFFF; border-left-style: solid; border-left-width: 15px; border-left-color: #FFFFFF; } table.moduletable div#mainmenu1lxmenupro ul.level1 a, div.module div#mainmenu1lxmenupro ul.level1 a { width: auto; } table.moduletable div#mainmenu1lxmenupro li.folder>a, div.module div#mainmenu1lxmenupro li.folder>a { } table.moduletable div#mainmenu1lxmenupro>ul a, div.module div#mainmenu1lxmenupro>ul a { width: auto; } table.moduletable div#mainmenu1lxmenupro ul ul, div.module div#mainmenu1lxmenupro ul ul { display: none; position: absolute; top: 0px; left: -90px; width: 90px; } table.moduletable div#mainmenu1lxmenupro ul ul.level1, div.module div#mainmenu1lxmenupro ul ul.level1 { left: -160px; } table.moduletable div#mainmenu1lxmenupro ul.level0 li.folder:hover ul.level1, table.moduletable div#mainmenu1lxmenupro ul.level1 li.folder:hover ul.level2, table.moduletable div#mainmenu1lxmenupro ul.level2 li.folder:hover ul.level3, table.moduletable div#mainmenu1lxmenupro ul.level3 li.folder:hover ul.level4, table.moduletable div#mainmenu1lxmenupro ul.level4 li.folder:hover ul.level5, table.moduletable div#mainmenu1lxmenupro ul.level5 li.folder:hover ul.level6, table.moduletable div#mainmenu1lxmenupro ul.level6 li.folder:hover ul.level7, table.moduletable div#mainmenu1lxmenupro ul.level7 li.folder:hover ul.level8, table.moduletable div#mainmenu1lxmenupro ul.level8 li.folder:hover ul.level9, div.module div#mainmenu1lxmenupro ul.level0 li.folder:hover ul.level1, div.module div#mainmenu1lxmenupro ul.level1 li.folder:hover ul.level2, div.module div#mainmenu1lxmenupro ul.level2 li.folder:hover ul.level3, div.module div#mainmenu1lxmenupro ul.level3 li.folder:hover ul.level4, div.module div#mainmenu1lxmenupro ul.level4 li.folder:hover ul.level5, div.module div#mainmenu1lxmenupro ul.level5 li.folder:hover ul.level6, div.module div#mainmenu1lxmenupro ul.level6 li.folder:hover ul.level7, div.module div#mainmenu1lxmenupro ul.level7 li.folder:hover ul.level8, div.module div#mainmenu1lxmenupro ul.level8 li.folder:hover ul.level9 { display:block; } table.moduletable div#mainmenu1lxmenupro ul.level1, div.module div#mainmenu1lxmenupro ul.level1 { -moz-opacity: 0.85; }

#mainmenu1_menu { display: none; }

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