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Darstellung der Marke BECK'S. Was macht eine Marke erfolgreich?

Darstellung der Marke BECK'S. Was macht eine Marke erfolgreich?

          
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About the Book

Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,7, Macromedia Fachhochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: Ob beim Lebensmitteleinkauf, beim Kleider- oder Autokauf - Marken gehören zum alltäglichen Leben dazu. Ob bewusst oder unbewusst, jeder ist Marken ausgesetzt. Die Intention dieser Markenanalyse ist herauszuarbeiten, wie sich die Marke BECK'S darstellt und mit welchen Mitteln der Bierhersteller seine Marke erfolgreich macht. Zunächst wird die Marke vorgestellt und der Werbespot analysiert, da daraus schon viele Erkenntnisse gewonnen werden können. Anschließend werden die Funktionen einer Marke erläutert und auf den Bierhersteller übertragen. Um zu verstehen, wie Menschen auf Marken reagieren, werden dann Signale, deren Bedeutung und Belohnung thematisiert. Unternehmen nutzen viele Strategien, um eine Marke erfolgreich in den Köpfen der Konsumenten zu platzieren. Eine Strategie davon ist, sich an Archetypen zu orientieren. Hier stellt sich die Frage, welche Gedankenmuster der Gesellschaft angesprochen werden sollen und wie man diese am besten anspricht. Anschließend wird BECK'S seinen Mitbewerbern gegenübergestellt. Beendet wird diese Arbeit mit zwei Markenmodellen, die die aktuelle Situation von BECK'S darstellen. Das eine Modell zieht die Markenwirkung auf die Konsumenten in Betracht, während das andere das Golden-Circle-Modell beschreibt, bei dem die Corporate Identity im Vordergrund steht. Unter dem Markennamen BECK'S stellt die Brauerei Beck GmbH & Co. KG seit 1837 Bier und Biermischgetränke her. Der Erfinder des international bekanntesten deutschen Bieres ist Heinrich Beck. Er gründete die Brauerei Beck in Bremen und entwickelte ein Bier, welches hauptsächlich dem Export dienen sollte. Die strategisch wichtige Lage am Hafen ermöglichte den schnellen und einfachen Export in alle Welt. Im Jahre 2002 wurde die Marke BECK'S von dem größten Brauereikonze


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Product Details
  • ISBN-13: 9783346042866
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 24
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3346042863
  • Publisher Date: 23 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 45 gr


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