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Co-Branding als Alternative zur Schaffung eines Lifestyle-Image am Beispiel von Pulmoll und Red Bull

Co-Branding als Alternative zur Schaffung eines Lifestyle-Image am Beispiel von Pulmoll und Red Bull

          
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About the Book

Bachelorarbeit aus dem Jahr 2011 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Fachhochschule Aachen, Sprache: Deutsch, Abstract: In einer Zeit, in welcher Produkte gleicher Kategorie immer weniger Unterschiede zueinander aufweisen, werden Konsumenten mehr denn je durch emotionale Aspekte zu einem Kauf bewegt. Die reine Produktfunktion überzeugt den Konsumenten nicht mehr. Vielmehr ist es notwendig geworden, dem Produkt eine emotionale Profilierung zu verleihen. Dies geschieht einerseits durch die Marke, die Spielraum zur Ausgestaltung eines emotionalen Auftritts bietet, andererseits durch das Produkt selbst, indem es zu einem Erlebnisprodukt ausgestaltet wird. Eine Möglichkeit diesem Anspruch gerecht zu werden bietet die Etablierung einer Lifestyle-Marke. Lifestyle-Brands geben dem Konsumenten ein Lebensgefühl vor, zu welchem er sich hingezogen fühlt. Durch den Kauf von Produkten dieser Marken partizipiert er an dessen propagierten Lifestyle. Für Unternehmen, die über keine Lifestyle-Profilierung verfügen, gleichzeitig die Risiken einer grundlegenden Umpositionierung scheuen, stellt sich die Frage, wie dennoch ein Lifestyle-Image erlangt werden kann. Hier bietet sich die Kooperation über ein Co-Branding mit anderen Unternehmen an, die über ein solches verfügen. Gegenstand dieser Arbeit ist die Entwicklung eines Konzepts für die badische Marke Pulmoll, von der angenommen wird, dass sie ein Lifestyle-Image über ein Co-Branding erhalten möchte. Im Verlauf dieses Konzepts erfolgt die Vorauswahl sowie Ermittlung einer besten Partner-Alternative, welche im Rahmen eines Bewertungs-verfahrens über ein Scoring-Modell ermittelt wird und zu einer Kooperation mit dem Energy-Drink-Hersteller Red Bull führt. Es zeigt sich dabei im Ergebnis, dass der Transfer eines Lifestyle-Images über ein Co-Branding möglich ist, wenn konkrete Punkte bei der Wahl des Partner-Unternehmens beachtet werden, die sich im We-sentlichen aus den Erfolgsfaktoren eines Co-Bran


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Product Details
  • ISBN-13: 9783656035602
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3656035601
  • Publisher Date: 24 Oct 2011
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 154 gr


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Co-Branding als Alternative zur Schaffung eines Lifestyle-Image am Beispiel von Pulmoll und Red Bull
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