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Von beinahe enttäuschter Markenerwartung

Wenn Markenerwartung und Markenerlebnis sich decken wird das gemeinhin als günstig angesehen. Wichtig ist nur ein Detail: Das Markenversprechen sollte gehalten werden.

Meine Markenerwartung an Opel zum Beispiel war nie hoch. Umso enttäuschter war ich, als ich einen Opel als Mietwagen für meine Reise zur Verfügung gestellt bekam. Das Markenerlebnis war dementsprechend: Bei einer Gesamtlaufleistung des Fahrzeuges von knapp über 10.000 Kilometern – ich hatte davon etwa 400 gefahren – bat eine Warnlampe eindringlich, das Fahrzeug schnellstmöglich abzustellen und die Fahrt nicht fortzusetzen. Damit war mein Markenerlebnis perfekt und die Erwartung eingetreten.

Dass dies alles andere als ideal war – weder für mich, denn mein Terminplan geriet ins Wanken, noch für Opel, denn das Markenversprechen ist sicher nicht “genießen Sie die ersten 400 Kilometer, meist geht es nicht weiter!” – ist klar. Doch ich wäre nicht ich, wenn ich nicht selbst an dieser Situation noch etwas Positives hätte finden können:

Die etwa 2 Stunden Wartezeit auf den Abschleppwagen auf der großen Raststätte südlich von Nürnberg waren sehr kurzweilig: Ich erlebte einen Auffahrunfall, einen kochenden Kühler, zwei sich heftig streitende Familien auf dem Weg in den Urlaub, eine schwedische Gruppe, die nicht aussah wie Schweden, sondern eher wie Schwerverbrecher, zwei Reisebusgruppen von Rentnern auf ihrem putzigen Wettlauf zur Toilette und 14 Einbahnstraßen-Verkehrssünder (die ich aber alle ungeschoren davon kommen ließ). Zudem konnte ich meine verblassende Urlaubsbräune etwas auffrischen.

Wenn ich es mir recht überlege: Ich bin schon schlechter gereist. Dieses Markenerlebnis veränderte auf jeden Fall meine Markenerwartung sofort. Und das war gut so, denn das Austauschfahrzeug war dann auch wieder ein Opel…

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