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Brand Lands als Instrument der Unternehmenskommunikation

Brand Lands als Instrument der Unternehmenskommunikation

          
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About the Book

Inhaltsangabe: Zusammenfassung: Viele Unternehmen investieren in „Brand Lands". Dabei handelt es sich um Themenparks, in denen Verbraucher eine Marke hautnah erleben können. In Deutschland existieren sehr unterschiedliche Arten von Brand Lands. Die Palette reicht vom kleinen Showroom oder Flagship Stores bis hin zu Firmenmuseen, Besucher-/Informationszentren, Wanderausstellungen oder großen „Freizeitparks". Ob kleines oder großes Engagement, ob stationäre Anlage oder mobiles Ausstellungskonzept, hängt von den Zielsetzungen des Unternehmens ab: Welche Zielgruppe soll angesprochen werden? Was wird thematisiert? Welche emotionale Botschaft sollen die Besucher mitnehmen? In welchem Umfeld sollen die Besucher erreicht werden? Welcher Standort ist möglich? Sollen bestehende Einrichtungen wie z.B. das Firmenmuseum oder eine Werksführung angegliedert werden? Können Vertriebs- oder Servicefunktionen in die Einrichtung integriert werden? Sollen Waren bzw. Dienstleistungen direkt im Brand Land abgesetzt werden? Als Erfolgsfaktoren konnten das (Anlagen-)Design, die marktverträgliche Dimensionierung sowie die Betriebsorganisation, Vermarktung und Einbettung in das Unternehmen bzw. aktive Nutzung durch das Unternehmen identifiziert werden. Auch dem Realisierungsprozess an sich fällt eine wichtige Rolle für die erfolgreiche Etablierung am Markt zu. Basis der vorliegenden Arbeit sind Experteninterviews mit Designern, Gutachtern, Beratern, Parkbetreibern und Unternehmensvertretern aus den Bereichen Presse und Marketing. Die Arbeit gibt einen komprimierten Überblick über den deutschen Markt der Brand Lands, Einsatzmöglichkeiten, Chancen und Risiken eines Engagements sowie Nutzen und Wirkung einer solchen Anlage für das Unternehmen, Verbraucher, Mitarbeiter, Fachbesucher und die breite Öffentlichkeit. Inhaltsverzeichnis: Inhaltsverzeichnis: 1.Einleitung3 1.1Ausgangssituation3 1.1.1Gesellschaftliche Entwicklung3 1.1.2Vom Sachgut zum Erlebnis3 1.1.3Bestimmungsfaktoren der K


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Product Details
  • ISBN-13: 9783838667348
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838667344
  • Publisher Date: 29 Apr 2003
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Weight: 199 gr


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