Home > Society & social sciences > Society & culture: general > Brandmarketing - Eine neue Marke in der Gesundheitsbranche: Anforderungen an die Entwicklung und nachhaltige Etablierung
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Brandmarketing - Eine neue Marke in der Gesundheitsbranche: Anforderungen an die Entwicklung und nachhaltige Etablierung

Brandmarketing - Eine neue Marke in der Gesundheitsbranche: Anforderungen an die Entwicklung und nachhaltige Etablierung

          
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About the Book

Bachelorarbeit aus dem Jahr 2013 im Fachbereich Pflegemanagement / Sozialmanagement, Note: 1,7, Katholische Stiftungsfachhochschule München (Pflege), Veranstaltung: Pflegemanagement / Marketing/ Marke, Sprache: Deutsch, Abstract: Marken stellen als Symbol eines Unternehmens Assoziationsmale dar, die wie Persönlichkeitsmerkmale (vgl. Markenpersönlichkeit, Kapitel 5.5.2.2) zu betrachten sind. Führt man sich hierzu den sogenannten ersten Eindruck vor Augen, wird dieser je nach individuell erlebter Situation nachträglich entweder mit positiven als auch negativen (Sympathie-) Gefühlen bewertet. Weniges wird in der Literatur so mit Vorsicht und Achtsamkeit bedacht, wie der Eindruck, den eine Person im Zusammentreffen mit einer anderen Person hinterlässt. Der deutsche Dichter Johann Wolfgang von Goethe (1795/96) beschreibt die Folge eines positiv erlebten ersten Eindruckes mit den Worten: "Kein Genuss ist vorübergehend; denn den Eindruck den er zurücklässt ist bleibend." Positive Erlebnisse werden so mit Zufriedenheit, Freude und Glücksgefühlen verwoben, die in der Regel den Wunsch der Wiederholung entstehen lassen. Während im Gegenzug Negativerlebnisse des ersten Eindrucks sicher nicht mit, wie Goethe es beschreibt, "Genuss", in Verbindung gebracht werden, sondern tendenziell eher mit Unzufriedenheit, Leid oder Ärgernis, wird hier zukünftig mit Vermeidung oder Rückzug zu rechnen sein (vgl. Meffert/ Burmann/ Kirchgeorg 2012: 361). Der Transfer des ersten Eindrucks zu einer neuen Marke in der Gesundheitsbranche und dem entsprechenden Brandmarketing lässt sich in meinen Augen durchaus in Verbindung setzen. Wissenschaftliche Untersuchungen zeigen, dass Marken bei Kundinnen in vielerlei Hinsicht Emotionen hervorrufen. Einerseits werden diese durch eigene kognitive und emotionale Erfahrungen über die Nutzung der Leistungsangebote konditioniert, andererseits besteht durch zielgerichtete Marketingstrategien die Möglichkeit die Kundinnen insofern zu aktivieren, als das diese Emoti


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Product Details
  • ISBN-13: 9783656507093
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Weight: 113 gr
  • ISBN-10: 3656507090
  • Publisher Date: 01 Oct 2013
  • Height: 210 mm
  • No of Pages: 78
  • Series Title: German
  • Sub Title: Anforderungen an die Entwicklung und nachhaltige Etablierung
  • Width: 148 mm


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Brandmarketing - Eine neue Marke in der Gesundheitsbranche: Anforderungen an die Entwicklung und nachhaltige Etablierung
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