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Branding. Markennamen und -logos als Erfolgsfaktoren von Marken

Branding. Markennamen und -logos als Erfolgsfaktoren von Marken

          
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About the Book

Studienarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Fachhochschule Erfurt (Fachbereich Wirtschaftswissenschaft), Veranstaltung: Ausgewählte aktuelle und innovative Aspekte des Marketingmanagements, Sprache: Deutsch, Abstract: Mit dem Beginn der Industrialisierung wurde die Einzelfertigung von Produkten von der Massenfertigung abgelöst. Waren sich früher Hersteller und Konsument bekannt, so fehlte nun plötzlich der persönliche Kontakt zwischen den beiden Parteien. Gerade durch diese Anonymisierung der Marktteilnehmer wuchs die Bedeutung der Markierung der Ware, da sie dem Konsumenten Vertrauen bezüglich der Qualität der Ware geben sollte.3 Heutzutage ist das Branding aktueller denn je. Dies hat verschiedene Gründe. Durch den Trend zu Unternehmensfusionen und -aufkäufen stellt sich zwangsläufig die Frage, ob man durch eine Neumarkierung der fusionierten Unternehmen die Marketinginvestition nachhaltig bündeln kann. Als Beispiel hierfür sei die Fusion von VEBA und VIAG genannt, aus welcher die neue Marke E.ON hervorging. Des Weiteren spielen im Rahmen der Internationalisierung und Standardisierung der Marketingmaßnahmen eine einheitliche Namensgebung, Logogestaltung und Verpackung eine wichtige Rolle. Es geht darum, den zunehmend mobiler werdenden Konsumenten in unterschiedlichen Ländern ein einheitliches Markenbild zu vermitteln. Hierdurch kommt es zu mehr oder weniger starken Veränderungen des Branding. Eine bedeutende Brandingveränderung erfuhr der Schokoladenriegel Raider, dessen Markennamen in Twix umgeändert wurde. Schließlich stellt sich die Frage des Brandings immer bei neuen Produkten, vor allem bei echten Innovationen. Das Unternehmen muß hier entscheiden, ob die Innovation zu den bereits bestehenden Marken und deren Images paßt. Ist dies nicht der Fall, so ist eine Neumarkierung des Produktes oder der Dienstleistung unerlässlich.4 Vor diesem Hintergrund soll sich diese Arbeit mit dem Branding auseinanderset


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Product Details
  • ISBN-13: 9783640526222
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640526228
  • Publisher Date: 24 Jul 2010
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 63 gr


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