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Handelsunternehmen als Marke: Storebrands: Dargestellt anhand von Beispielen

Handelsunternehmen als Marke: Storebrands: Dargestellt anhand von Beispielen

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 2,0, Verwaltungs- und Wirtschafts-Akademie Göttingen, Veranstaltung: Markenmanagement, Sprache: Deutsch, Abstract: Die Landschaft im heutigen Handelsgeschehen zeigt sich als äußerst vielfältig. Die Konsumenten können für ihren Einkauf aus einer Vielzahl von Auswahlmöglichkeiten an Einkaufsstätten und einem gewaltigen Warenangebot frei nach ihren Bedürfnissen wählen. Die Handelsunternehmen werden zunehmend als austauschbar angesehen und der Wettbewerbsdruck steigt kontinuierlich. Aus diesem Grund müssen die Handelsunternehmen versuchen sich selbst zu einer unverwechselbaren und für den Konsumenten als nachhaltig wahrgenommene Marke etablieren. Den Konsumenten muss somit ein Mehrwert für seinen Einkauf geboten werden, damit dieses Ziel der Handelsunternehmen erreicht werden kann. Die Markenpolitik hat sich in diesem Zusammenhang sehr verändert und seit einigen Jahren ist ein stetiger Wandel zu beobachten. Die Markenpolitik lässt sich somit nicht länger nur auf die Produkte der Hersteller, sondern auch auf die Handelsunternehmen selbst anwenden. Dabei rückt die Differenzierung gegenüber den Wettbewerbern immer mehr in den Vordergrund und die einzelnen Verkaufsstellen werden als "die Produkte" der Handelsunternehmen vermarktet. Ein Ziel des Handels ist dabei die Schaffung einer eigenen und starken Markenpersönlichkeit und die daraus resultierende Identifikation des Konsumenten mit der Verkaufsstelle. Ziel dieser Arbeit ist es, dem Leser einen Eindruck darüber zu verschaffen, wie sich Handelsunternehmen mithilfe geeigneter Marketing- bzw. Profilierungsinstrumente erfolgreich am Markt positionieren können und um sich dadurch in den Köpfen der Konsumenten als dauerhaft kaufentscheidend zu verankern. Dazu wird zuerst der Begriff einer Storebrand genauer definiert und auf einige Besonderheiten, die es in diesem Zusammenhang zu beachten gilt, e


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Product Details
  • ISBN-13: 9783640942541
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 91 gr
  • ISBN-10: 364094254X
  • Publisher Date: 25 Jun 2011
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Sub Title: Storebrands: Dargestellt anhand von Beispielen
  • Width: 148 mm


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