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Branding Center: Über Den Einfluss Globaler Markenkonzerne Auf Die Innenstädte

Branding Center: Über Den Einfluss Globaler Markenkonzerne Auf Die Innenstädte

          
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About the Book

Global agierende Markenfirmen nutzen heute stärker als je zuvor Großstadtzentren als Bühne, um ihre Produkte werbewirksam zu präsentieren. Dabei beschränken sie sich längst nicht mehr auf temporäre Maßnahmen wie Plakate oder Events, sondern investieren zunehmend in permanente Einrichtungen, die als Bauten das Stadtbild mit prägen. Diese Entwicklung wird am Potsdamer Platz in Berlin besonders augenfällig. Dort hat der japanische Konzern Sony einen multifunktionalen Großkomplex errichtet, der die Europazentrale des Unternehmens beherbergt und gleichzeitig eine Touristenattraktion ist, die als dreidimensionale Werbung dient. Mit seinem spektakulären Zeltdach, das schnell zu einem Sinnbild des neuen Berliner Zentrums avancierte, zieht das Sony Center zahlreiche Neugierige an, die sich in den Gastronomie- und Entertainmenteinrichtungen vergnügen und im viergeschossigen Ausstellungsbereich die neueste Unterhaltungselektronik in einer Art Dauerwerbeveranstaltung vorführen lassen. Das in Berlin erprobte Prinzip, mit aufsehenerregender Architektur Besucher anzulocken, sie zu unterhalten und dabei gleichzeitig für Sony-Produkte zu werben, hat der Konzern auch bei seinen kurz darauf realisierten Großprojekten Metreon in San Francisco und Aqua City in Tokyo angewandt. In der kalifornischen Metropole versucht Sony mit seinem Entertainmentkomplex vor allem jüngere Touristen und Technikfreaks aus dem nahe gelegenen Silicon Valley anzusprechen. Die Besucher sollen dann in Zukunft den Firmennamen Sony mit angenehmen Erinnerungen an das Erlebnis ihres San Francisco- Aufenthalts verbinden und dadurch eine langfristige emotionale Präferenz für die japanische Marke aufbauen. Ganz ähnlich ist Sonys Kino- und Shoppingcenter in Tokyo vor allem auf jugendliche Vorortbewohner und Touristen ausgerichtet.


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Product Details
  • ISBN-13: 9783531156767
  • Publisher: Vs Verlag Fur Sozialwissenschaften
  • Publisher Imprint: Vs Verlag Fur Sozialwissenschaften
  • Height: 244 mm
  • No of Pages: 269
  • Series Title: German
  • Sub Title: Über Den Einfluss Globaler Markenkonzerne Auf Die Innenstädte
  • Width: 170 mm
  • ISBN-10: 3531156764
  • Publisher Date: 15 May 2008
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Spine Width: 15 mm
  • Weight: 444 gr


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