Home > Society & social sciences > Education > History of education > Brand Licensing als Sonderform des Markentransfers: Markenlizenzierung in der Modebranche aus Sicht des Lizenzgebers
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Brand Licensing als Sonderform des Markentransfers: Markenlizenzierung in der Modebranche aus Sicht des Lizenzgebers

Brand Licensing als Sonderform des Markentransfers: Markenlizenzierung in der Modebranche aus Sicht des Lizenzgebers

          
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About the Book

Inhaltsangabe: Zusammenfassung: Markenlizenzierung (Synonym: Brand Licensing) ist ein bedeutendes Instrument in der heutigen Marketingpraxis. Im Grunde handelt es sich um eine Sonderform des Markentransfers, welche zwar Analogien, aber auch Besonderheiten aufweist, die dem noch recht jungen Bereich des Licensing anhaften. Die Zusammenführung dieser beiden Bereiche ist das vordergründige Ziel dieser Arbeit. Daraus werden Erkenntnisse für den Fall der Markenlizenzierung generiert. Durch die Betrachtung von potentiellen Erfolgsfaktoren, Chancen und Risiken sowie die Darstellung von Beispielen aus der Praxis wird darüber hinaus die Eignung von Markenlizenzierung als Instrument der Markenführung im Sinne einer strategischen Handlungsoption betrachtet. Diese Betrachtung erfolgt aus Sicht des Lizenzgebers. Aufgrund der praktischen Relevanz wird hierbei ein besonderes Augenmerk auf die Anwendung in der Modebranche gelegt. Alle auf die praktische Anwendung bezogenen Ausführungen, beziehen sich deshalb vorerst auf den Konsumgüterbereich. Der erste Teil der Arbeit befasst sich mit dem Konzept des Markentransfers, seiner Bedeutung, Abgrenzung, den potentiellen Erfolgfaktoren, Chancen und Risiken sowie Praxisbeispielen und der Frage, warum es sinnvoll sein kann, den Markentransfer einer Markeninnovation vorzuziehen. In diesem Zusammenhang werden auch für die folgenden Betrachtungen relevanten Grundlagen des Themas Marke erläutert. Der Schwerpunkt beruht auf der Erläuterung von Markentransfereigenschaften, die in der Sonderform des Brand Licensing ihre Gültigkeit besitzen. Die Ausführungen schließen allgemeine Erläuterungen zum Thema Markentransfer mit ein. Über das umfassende Konzept des Markentransfers wird in Kapitel 3 das Thema Licensing eingeführt. Zu Beginn stehen wichtige Grundlagen des Licensing, die mit diesem Marketinginstrument und seinen Besonderheiten vertraut machen. Häufig auftretende Missverständnisse machen eine Abgrenzung zum Merchandising notwendig. Eine rech


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Product Details
  • ISBN-13: 9783838677460
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 145 gr
  • ISBN-10: 3838677463
  • Publisher Date: 23 Feb 2004
  • Height: 210 mm
  • No of Pages: 102
  • Series Title: German
  • Sub Title: Markenlizenzierung in der Modebranche aus Sicht des Lizenzgebers
  • Width: 148 mm


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Brand Licensing als Sonderform des Markentransfers: Markenlizenzierung in der Modebranche aus Sicht des Lizenzgebers
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