{"id":597,"date":"2024-12-28T17:42:17","date_gmt":"2024-12-28T17:42:17","guid":{"rendered":"https:\/\/mattersgraph.com\/?post_type=insight&#038;p=597"},"modified":"2026-05-29T10:36:16","modified_gmt":"2026-05-29T14:36:16","slug":"brand-equity-institutionalized-or-individualized","status":"publish","type":"insight","link":"https:\/\/mattersgraph.com\/de\/insights\/brand-equity-institutionalized-or-individualized\/","title":{"rendered":"038: Markenwert: Institutionalisiert oder individualisiert?"},"content":{"rendered":"<div  class=\"theme-block wp-block-group is-style-pull-left is-layout-flow wp-block-group-is-layout-flow\" ><p  class=\"appear-on-scroll is-style-intro wp-block-paragraph\" >Die Bewertung, inwieweit die Markenbekanntheit beim Zielunternehmen oder bei einzelnen Vertriebs- und Servicemitarbeitern liegt, sollte ein zentraler Bestandteil der Commercial Due Diligence sein \u2013 sowohl f\u00fcr die Unternehmensbewertung als auch f\u00fcr die Analyse von Wertsch\u00f6pfungspotenzialen. Die Identifizierung von Indikatoren, die Methoden zur Institutionalisierung der Kundenbeziehungen erm\u00f6glichen, beeinflusst die St\u00e4rke wiederkehrender Ums\u00e4tze, die Markenbekanntheit des Unternehmens und den Bewertungsmultiplikator.<\/p>\n\n<p class=\"appear-on-scroll wp-block-paragraph\">In diesem Video erkl\u00e4rt Jeff Merkle, Senior Partner bei GRAPH, wie man Risiken minimiert und Markenwert optimal nutzt, und wie man ermittelt, wo der Markenwert liegt (d. h. das Verh\u00e4ltnis von Unternehmens- zu Personenmarkenwert).<\/p>\n\n<figure  class=\"theme-block appear-on-scroll wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\" ><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Markenwert: Institutionalisiert oder individualisiert?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/oMt4UoTW1w4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure><\/div>","protected":false},"excerpt":{"rendered":"<p>Die Beurteilung, inwieweit der Markenwert bei einem Zielunternehmen oder bei einzelnen Vertriebs- und Servicemitarbeitern des Unternehmens liegt, sollte ein zentraler Bestandteil der kommerziellen Due Diligence sein\u2026<\/p>","protected":false},"author":[82],"featured_media":0,"template":"","meta":{"featured_image_background_position":"","promoted":false,"promoted-priority":0,"footnotes":""},"sector":[],"topic":[53,101,83,61],"audience":[],"insight-category":[145],"class_list":["post-597","insight","type-insight","status-publish","hentry","topic-best-practices","topic-brand-equity","topic-customer-loyalty","topic-drivers-of-choice","insight-category-drivers-of-choice","author-jeff-merkle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>038: Brand Equity: Institutionalized or Individualized? 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