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Der Imagefilm als Kommunikationsinstrument und als Indikator für Corporate Identity

Der Imagefilm als Kommunikationsinstrument und als Indikator für Corporate Identity

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, University of Management and Communication Potsdam, Veranstaltung: Corporate Identity, Sprache: Deutsch, Abstract: "Corporate Identity entsteht durch den abgestimmten Einsatz von Verhalten, Kommunikation und Erscheinungsbild nach innen und außen. Basis dafür ist das Unternehmensleitbild, welches durch die Corporate Identity mit Leben gefüllt wird. Ziel der Corporate Identity ist eine nachhaltige Unternehmensentwicklung. Die CI ist also die Persönlichkeit einer Organisation, die als einheitlicher Akteur handelt und wahrgenommen wird." Weiterhin soll ein vom Unternehmen entwickeltes unverwechselbares Vorstellungs- und Orientierungsmuster entstehen, das die Mitglieder und ihr Verhalten nachhaltig prägt. Somit soll eine gewisse Standardisierung des Denkens, Handelns und Empfindens erzeugt werden. Ein Imagefilm ist hierfür sehr wichtig, da er die innere Wahrheit des Rezipienten in die gewünschte Richtung lenkt. Ich habe mich für den Imagefilm von Berlin entschieden, da es der Berlin Tourismus Marketing GmbH, die den Film produziert hat, hervorragend gelungen ist, den Betrachter zu begeistern und ihn in eine durchweg positive Stimmung, bezüglich der Stadt, zu lenken. Außerdem kommen in ihm alle wichtigen Inhalte zum Tragen, die einen Imagefilm ausmachen. Es wird sowohl auf die Geschichte der Stadt, auf besondere Events und das Image eingegangen. Der Film gehört zu der touristischen Kulturmarketing-Kampagne aus dem Jahr 2007 und zeigt Berlin als lebendige und faszinierende Metropole. Die vielfältigen Kulturfacetten werden in emotionalen Momentaufnahmen eingefangen und sollen nicht als Hochglanzporträt der Hauptstadt wirken sondern einen realistischen und positiven Eindruck vermitteln. Die vielen Kriterien, die eine Unternehmenskultur bzw. die Kultur einer ganzen Stadt ausmachen, möchte ich im Folgenden näher beschreiben und analysieren.


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Product Details
  • ISBN-13: 9783656017967
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3656017964
  • Publisher Date: 01 Oct 2011
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 50 gr


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Der Imagefilm als Kommunikationsinstrument und als Indikator für Corporate Identity
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