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Funktionen der Marke. Eine Diskussion der historischen Verschiebungen ihrer Relevanz

Funktionen der Marke. Eine Diskussion der historischen Verschiebungen ihrer Relevanz

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Carl von Ossietzky Universität Oldenburg, Sprache: Deutsch, Abstract: Mit einem Rückblick auf die Menschheitsgeschichte wird schnell deutlich, dass Marken keine Erscheinung der jüngeren Vergangenheit sind. Neben zahlreichen Traditionsmarken, die im 19. und 20. Jahrhundert entstanden sind, wurden einzelne Erzeugnisse bereits vor tausenden Jahren mit Markierungen versehen. Auch wenn der Ausdruck "Marke" zu diesem Zeitpunkt noch nicht verwendet wurde, war das Kennzeichnen von Erzeugnissen schon in frühen Hochkulturen weit verbreitet. Bis jener Ausdruck allerdings in den allgemeinen Sprachgebrauch aufgenommen wurde, vergingen mehrere Jahrtausende. Etymologisch gehen seine Wurzeln auf den germanischen Begriff "Marka" zurück, der ursprünglich Grenzsteine bezeichnete. Vom römisch-griechischen über den italienischen Sprachraum gelang der Begriff letztendlich in veränderter Form bis nach Frankreich. Dort wurde die sog. "Kennzeichnung" im 17. Jahrhundert als "marque" bekannt und wenig später als "Marke" ins Deutsche übersetzt. Die zugrundeliegenden Funktionen von Marken haben sich dabei im Zeitverlauf immer wieder weiterentwickelt und angepasst. Während einige Funktionen stets relevant waren, sind andere zunehmend in den Hintergrund gedrängt worden. Durch Einflüsse und Entwicklungen sind aber auch immer wieder neue Schwerpunkte hinzugekommen. Das Markenwesen ist historisch somit keinesfalls als statisches Gebilde, sondern vielmehr als dynamischer Prozess zu begreifen. Auch wenn der Sinn und Zweck des Markierens von Produkten auf den ersten Blick relativ trivial erscheinen mag, lohnt sich eine tiefergehende Analyse der Funktionen von Marken. Während die großen Markenartikelhersteller noch vor einigen Jahrzehnten vornehmlich Industrieunternehmen waren, hat sich dieses Bild durch vielschichtige Einflüsse, wie die Technisierung, die Medialisierung, die Globalisierung oder ve


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Product Details
  • ISBN-13: 9783668728417
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668728410
  • Publisher Date: 02 Jun 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 50 gr


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