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Besonderheiten des internationalen Branding

Besonderheiten des internationalen Branding

          
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International Edition


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About the Book

Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule für angewandte Wissenschaften Landshut, ehem. Fachhochschule Landshut, Veranstaltung: Internationales Marketing, Sprache: Deutsch, Abstract: Das Konzept des Branding ist wahrscheinlich so alt, wie die Menschheit selbst. Branding betrifft so gut wie alles, das irgendwie einen Namen trägt: Produkte, Unternehmen, Staaten, Nationen, Stars, Politiker und Familien, um nur einige Beispiele zu nennen. Verstärkt wird die Bedeutung des internationalen Brandings heutzutage durch die weltweit zunehmende Homogenisierung der Produkte. Im Zuge der Globalisierung können Wettbewerber, egal welchen Ursprungs, gleiche Technologien zu angemessenen Preisen erwerben. Indem sich Produkte in ihren spezifischen Eigenschaften immer mehr angleichen, verschiebt sich der Wettbewerb zunehmend in Richtung immaterieller Eigenschaften wie Service oder Markierung. Eine Differenzierung auf Grund von funktionellen Faktoren wie Bildschirmauflösung, Arbeitsspeicher oder Anzahl der Zylinder wird schon bald der Vergangenheit angehören. Die Macht der Emotionen hingegen lässt Apple mit "always think different" und Harley Davidson mit "keep turning heads" für ihre Produkte werben. Der Ausgestaltung der internationalen Markierung kommt somit eine zunehmend wichtigere Rolle im weltweiten Wettbewerb der Unternehmen zu. Diese Studienarbeit erläutert im ersten Teil wichtige Begriffe und Grundlagen des Branding und deren Zusammenhänge. Anschließend wird näher auf Besonderheiten des internationalen Brandings eingegangen um schließlich zu der Erkenntnis zu gelangen, dass erfolgreiches Branding nicht auf ein generell gültiges Erfolgsrezept zurückzuführen ist, sondern einer andauernden Koordination vielfältiger strategischer und operativer Faktoren bedarf.


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Product Details
  • ISBN-13: 9783638650786
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3638650782
  • Publisher Date: 17 Jun 2007
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr


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