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Einsatzmöglichkeiten ökonomischer Markenbewertungsmodelle in der Unternehmenspraxis

Einsatzmöglichkeiten ökonomischer Markenbewertungsmodelle in der Unternehmenspraxis

          
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About the Book

Inhaltsangabe: Einleitung: In der heutigen Wirtschaftsordnung haben Marken eine herausragende Stellung erlangt. Aus betriebswirtschaftlicher Sicht hat sich dadurch für die Unternehmen die Frage gestellt, ob es Methoden gibt, die in der Lage sind, für Marken objektive Wertansätze zu ermitteln. So ist die Frage nach der Quantifizierung von Markenwerten seit Anfang der 90er Jahre zu einem viel diskutierten Thema in der Marketing-Wissenschaft geworden. Die vorliegende Arbeit greift diese Fragestellung auf, indem die Einsatzmöglichkeiten von ökonomischen Markenbewertungsmodellen in der Unternehmenspraxis ausführlich dargestellt und beurteilt werden. Gang der Untersuchung: Im folgenden Kapitel 2 wird zunächst der Begriff der Marke definiert. Danach werden Erscheinungsformen und Funktionen von Marken kurz vorgestellt. Anschließend wird in Kapitel 3 zuerst erläutert, welche unterschiedlichen Begriffsdefinitionen für den Markenwert in der betriebswirtschaftlichen Literatur diskutiert werden. Danach folgt eine ausführliche Darstellung der verschiedenen Einsatzmöglichkeiten von Markenbewertungen in der Praxis. Am Ende des dritten Kapitels werden die zuvor theoretisch dargestellten Einsatzmöglichkeiten auf ihre Relevanz für den praktischen Einsatz in Unternehmen geprüft. Dabei wird herausgearbeitet, dass die meisten Unternehmen laut Befragungen das Markencontrolling als die zentrale Einsatzmöglichkeit von Markenbewertungsmodellen ansehen. In Kapitel 4 wird zunächst ein Überblick darüber gegeben, welche unterschiedlichen Modelle zur Bewertung von Marken im Laufe der Zeit entwickelt worden sind. Diese Modellansätze werden anschließend in praxisorientierte und theoretische Markenbewertungsmodelle kategorisiert. Dabei werden aus jeder dieser Kategorien einige wichtige Markenbewertungsmodelle ausführlich dargestellt. Bei der Auswahl der dargestellten Modellansätze wird bewusst der Schwerpunkt auf neuere Ansätze der Marktwertforschung gelegt. Am Ende des Kapitels 4 werden dann w


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Product Details
  • ISBN-13: 9783838644554
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838644557
  • Publisher Date: 02 Sep 2001
  • Height: 210 mm
  • No of Pages: 94
  • Series Title: German
  • Weight: 136 gr


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