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Branding für alle Sinne - welche Rolle spielen die Sinnesorgane in der Markenwahrnehmung?

Branding für alle Sinne - welche Rolle spielen die Sinnesorgane in der Markenwahrnehmung?

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule für Angewandte Wissenschaften Neu-Ulm; früher Fachhochschule Neu-Ulm, Sprache: Deutsch, Abstract: Einleitung: Das Marketing und die Kommunikation der Marke haben sich in der Vergangenheit hauptsächlich auf die Aspekte der Visualisierung beschränkt. Die Gründe, warum dies heute nicht mehr ausreichend ist, sind vielfältig. Verantwortlich dafür ist u. a., dass die Produkte immer austauschbarer werden, da die Produktqualität zur Selbstverständlichkeit wurde. Zudem führt eine wachsende Informationsüberlastung in den unterschiedlichsten Medien zu einer Reizüberflutung der Kunden. Es ist also wichtiger denn je, dem Konsumenten mit seiner Marke und seinem Produkt in Erinnerung zu bleiben. Nicht zuletzt führte eine hohe Sättigung der Märkte vom klassischen Produktwettbewerb zu einem ergänzenden Kommunikationswettbewerb. Die Aufgabe der Unternehmen hierbei ist es, die Aufmerksamkeit ihrer Zielkunden zu gewinnen und von diesen differenziert wahrgenommen zu werden. Aufgrund dieser Faktoren wird im Folgenden erarbeitet, welche Rolle die einzelnen Sinne in der Markenwahrnehmung spielen und ob es durch eine gezielte Ansprache der Sinne geschafft werden kann, im Gedächtnis des Konsumenten zu bleiben. Inhaltsverzeichnis: Abkürzungsverzeichnis Abbildungsverzeichnis 1. Branding für alle Sinne 1.1 Problemstellung und Zielsetzung 1.2 Einführung in die Wahrnehmun 2. Bedeutung der Marke im Marketing 2.1 Unterscheidung zwischen Marke, Produkt und Markenführung 2.2 Bedeutung und Funktionen der Marke für Konsumenten 2.3 Bedeutung und Funktionen der Marke für Unternehmen 3. Sensorische Wahrnehmung von Marken 3.1 Olfaktorische Wahrnehmung 3.2 Gustatorische Wahrnehmung 3.3 Akustische Wahrnehmung 3.3.1 Bedeutung der klingenden Marken 3.3.2 Anreicherung der Marke 3.4 Haptische Wahrnehmung 3.5 Visuelle Wahrnehmung 3.5.1 Funktionsweise des visuellen Systems 3.5.2 Die Wirkung vo


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Product Details
  • ISBN-13: 9783640885077
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640885074
  • Publisher Date: 06 Apr 2011
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr


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