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Emotionale Bildkommunikation zur Positionierung einer neuen Touristikmarke: Am Beispiel Thomas Cook

Emotionale Bildkommunikation zur Positionierung einer neuen Touristikmarke: Am Beispiel Thomas Cook

          
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About the Book

Inhaltsangabe: Problemstellung: In den vergangenen gut fünf Jahren gab es auch in der Touristikbranche eine Welle von Fusionen und Übernahmen. Aufgrund dieser Gegebenheiten resultierten Namensänderungen von Unternehmen und Produktmarken sowie neue Dachmarken und Mehrmarkenstrategien. Um dieser wachsenden Markenfamilie Herr zu werden und um dem Kunden vor allem ein durchgängiges Markenerlebnis zu vermitteln, gründete der Preussag-Konzern als touristischer Weltmarktführer und Nummer eins in Deutschland die neue Dachmarke World of TUI als sog. emotionale Masterbrand. Angestrebt wird damit ein vertikales Geschäftsmodell, welches u.a. alle Wertschöpfungsstufen einer Pauschalreise abdecken soll, um dem Kunden somit eine einheitliche Markenerlebniswelt - von der Buchung der Reise im Reisebüro über Check-in am Flughafen und Airline, dem Transfer zur Unterkunft und schließlich der Unterkunft selbst - zu ermöglichen. Hiermit werden dem Kunden eine einheitliche Markenorientierung sowie eine durchgängige Markenidentifikation geboten, sah sich der Konsument einer Pauschalreise zuvor doch mit ständig wechselnden Markennamen während des Konsumierens seiner Reise konfrontiert. Beispiel: Buchung einer Reise der Marke TUI im Reisebüro Reiseland, Check-in am Schalter der Hapag-Lloyd, Flug mit Hapag-Lloyds, Holiday-Transferbus am Zielort, Hotel Sunny Beach. Tauchte der Markenname des Pauschalreiseveranstalters TUI also nur einmal und zu Beginn der Reise auf, so besteht das Ziel der Masterbrand World of TUI darin, den Konsumenten auch auf allen anderen Wertschöpfungsstufen der Urlaubsreise mit der Reiseveranstaltermarke zu konfrontieren, diese zu erlernen und damit bestimmte Einstellungen zu verbinden. Dabei wurde der Produktmarkenname TUI deshalb Bestandteil der neuen Dachmarke World of TUI, da dieser es war, welcher den größten Emotionalitätswert unter allen hauseigenen Produktmarken bei den Konsumenten aufweisen konnte und das neue TUI-Logo vor allem Emotionen hervorrufen sollte.


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Product Details
  • ISBN-13: 9783838665429
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 149 gr
  • ISBN-10: 3838665422
  • Publisher Date: 16 Mar 2003
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Am Beispiel Thomas Cook
  • Width: 148 mm


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Emotionale Bildkommunikation zur Positionierung einer neuen Touristikmarke: Am Beispiel Thomas Cook
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