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Entwicklung effektiver Markennamen: Konzeptionelle Anhaltspunkte

Entwicklung effektiver Markennamen: Konzeptionelle Anhaltspunkte

          
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About the Book

Inhaltsangabe: Einleitung: Namen, in Form von Produktkennzeichnungen, sind zu einem selbstverständlichen Bestandteil unseres Alltags geworden. Längst ist ihre Präsenz eine Selbstverständlichkeit: Am Morgen verwenden wir Rama oder Nutella als Brotaufstrich, dazu trinken wir eine Tasse Jacobs Krönung oder ein Glas Hohes C. Wenn wir abends ausgehen, genießen wir einen Bacardi mit Coca-Cola. Um am nächsten Tag auf die Folgen übermäßigen Alkoholgenusses zu reagieren, greifen wir auf eine Aspirin zurück. Dicht ist das Netz, das Markennamen über die außersprachliche Wirklichkeit gestülpt haben: Markennamen sind zu Aktiva in unserem Wortschatz geworden. Zu generischen Namen emporgekommene Produktkennzeichen, wie Coca-Cola oder Aspirin, wurden sogar schon durch den Eintrag ins Wörterbuch geadelt. Bei diesem selbstverständlichen Umgang mit Produktnamen ist leicht zu vergessen, welche unterschiedlichen Aufgaben sie zu erfüllen haben. Gerade diese offensichtliche, alltägliche Präsenz von Produktnamen sollte jedoch deren Stellung hervorheben und das Bewusstsein um die Komplexität der Namensschöpfung bei den Verantwortlichen schärfen. Das Gegenteil ist der Fall: Die Herausforderung Namensschöpfung wird von vielen Unternehmen verkannt. Ein aktuelles Beispiel für die Unterschätzung der Komplexität sowie der Vernachlässigung des Gebots der Akribie bei der Namensschöpfung liefert der Volkswagenkonzern. Eines ihrer neuesten Automobile haben die Volkswagenmanager auf den Namen "Phaeton" getauft. Mit diesem wollen sie erstmals Konkurrenten wie den 7er BMW oder die Mercedes S-Klasse im Luxussegment attackieren. Dem Eifer bei der Namenssuche fehlte die nötige Weitsicht: Phaeton ist, laut der griechischen Mythologie, der Sohn des Sonnengottes Helios. Nach der Legende brachte Phaeton, als der Vater dem Sohn das Steuer des Sonnenwagens anvertraute, das Gefährt zum Absturz. Die Absturzstelle setzte sich in Brand und prompt wurde Phaeton von Zeus mit einem Blitz bestraft. In Besinnung an die


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Product Details
  • ISBN-13: 9783838661100
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 168 gr
  • ISBN-10: 3838661109
  • Publisher Date: 21 Nov 2002
  • Height: 210 mm
  • No of Pages: 120
  • Series Title: German
  • Sub Title: Konzeptionelle Anhaltspunkte
  • Width: 148 mm


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