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Emotionale Markenführung via Sponsoring. Musiksponsoring im Live-Musiksegment

Emotionale Markenführung via Sponsoring. Musiksponsoring im Live-Musiksegment

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Hochschule Heilbronn; Künzelsau, Sprache: Deutsch, Abstract: Ziel dieser Arbeit ist es, die Bedeutung der emotionalen Markenführung im Kontext der Livemusik herauszustellen und anhand zweier Fallbeispiele zu verdeutlichen. Folgende zentrale Fragestellung soll daher beantwortet werden: "Wie kann Musiksponsoring im Livemusik-Segment zur emotionalen Markenführung genutzt werden?" Sponsoring liegt im Trend und wird immer häufiger als innovatives Instrument in der Markenkommunikation von Unternehmen eingesetzt. Dies zeigt sich nicht nur an der Vielzahl an Veranstaltungen die heutzutage gesponsert werden, sondern belegt auch eine Studie der Ostfalia Hochschule für angewandte Wissenschaften zu den Sponsoring-Trends 2012. Hiernach nutzen rund drei Viertel der Unternehmen Sponsoring als Instrument in ihrem Kommunikations-Mix und setzen ca. 12 Prozent ihres Kommunikationsetats für Sponsoringmaßnahmen ein. Insbesondere das Musiksponsoring wird heutzutage immer häufiger genutzt, um den gegenwärtigen Herausforderungen der jeweiligen Branchen zu trotzen. Die Unternehmen stehen heute vor der Aufgabe sich und ihre Produkte/ Marken im bestehenden Kommunikationswettbewerb durch gezielte Maßnahmen aus dem derzeitig immensen Markenangebot hervorzuheben und gegenüber Wettbewerbern abzugrenzen. Erschwert wird dies neben der weiter wachsenden Anzahl an Markenangeboten auch durch den steigenden Kommunikationsdruck, da die klassische Werbung immer mehr an Bedeutung verliert infolge der Informationsüberlastung der Adressaten und ihrer Werbe- Reaktanz. Hinzu kommt eine Verschärfung des Wettbewerbs aufgrund der hohen Austauschbarkeit der einzelnen Produkte/ Marken/ Dienstleistungen, die aus deren zunehmenden Standardisierung resultiert. Aber auch die veränderten gesellschaftlichen Rahmenbedingungen haben dazu beigetragen, dass eine veränderte Markenkommunikation erfolgen muss. Die zunehmend


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Product Details
  • ISBN-13: 9783668480315
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 86 gr
  • ISBN-10: 3668480311
  • Publisher Date: 11 Sep 2017
  • Height: 210 mm
  • No of Pages: 58
  • Spine Width: 4 mm
  • Width: 148 mm


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Emotionale Markenführung via Sponsoring. Musiksponsoring im Live-Musiksegment
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