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Eine Analyse des Selbstbilds der Markenidentität am Beispiel eines Dienstleistungsunternehmens

Eine Analyse des Selbstbilds der Markenidentität am Beispiel eines Dienstleistungsunternehmens

          
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About the Book

Forschungsarbeit aus dem Jahr 2022 im Fachbereich BWL - Marktforschung, Note: 1,3, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: In dieser Praxisarbeit soll die interne Markenwahrnehmung von befragten Mitarbeitern herausgearbeitet und mit Hilfe des Markensteuerrads nach Franz-Rudolf Esch visualisiert werden. Durch den stetig wachsenden Preisdruck, bedingt durch zunehmend austauschbare Angebote, stehen Unternehmen vor der Herausforderung, sich wirkungsvoll von Mitbewerbern und Konkurrenten am Markt abzugrenzen. Der Werbeslogan "Vorsprung durch Technik", wie er von Audi plädiert wird, rückt durch ein erhöhtes Auftreten von Substituten auf verschiedenen Märkten in den Hintergrund. Demnach gibt es zunehmend Bestrebungen, die Marke zur Differenzierung im Wettbewerb zu nutzen. Um erfolgreich am Markt überleben zu können, ist es für ein Unternehmen notwendig, seine Marke in den Köpfen der Konsumenten dauerhaft verankern zu können. Dazu muss ein Unternehmen ein klares und einheitliches Markenbild nach außen hin repräsentieren. Vor allem die Mitarbeiter prägen durch ihr Auftreten, sowie ihren täglichen Kundenkontakt die Markenwahrnehmung der Kunden. "Produkte können überzeugen, Menschen können begeistern". Entsprechend sind Unternehmen gefordert eine Markenidentität zu entwickeln, um das Verhalten der Mitarbeiter, sowie Marketingmaßnahmen konsistent an dieser Markenidentität ausrichten zu können. Nach Franz-Rudolf Esch ist zur Entwicklung einer Markenidentität in einem ersten Schritt die Analyse der Sicht der Mitarbeiter im Unternehmen, also die Erfassung der Innensicht notwendig, bevor in einem zweiten Schritt dann die Erfassung der Außensicht der Kunden beziehungsweise Konsumenten erforderlich ist. Sind diese beiden Schritte durchgeführt, werden anschließend Innensicht und Außensicht zusammengeführt, miteinander verglichen und bewertet. Auf dieser Grundlage wird schließlich die Soll-Identität abgeleitet, an der alle Marketingmaßnahmen


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Product Details
  • ISBN-13: 9783346971708
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 64
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3346971708
  • Publisher Date: 09 Nov 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr


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