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Human Brands. Der Mensch als Marke

Human Brands. Der Mensch als Marke

          
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About the Book

Masterarbeit aus dem Jahr 2002 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 5.0, Universität St. Gallen (Marketing), Sprache: Deutsch, Abstract: Ziel der vorliegenden Arbeit ist es, nach Herleitung des Markenbegriffs dessen Anwendung auf den Menschen zu prüfen und ihn als Marke zu charakterisieren. Darüber hinaus soll ein konkretes Konzept aufgezeigt werden, das den Entstehungsprozess zur starken menschlichen Marke erklären soll. Dabei liegt der Schwerpunkt bei prominenten Persönlichkeiten oder solchen die es werden wollen, weil diese sich in einem sehr komplexen, schnelllebigen und vor allem lukrativen Marktumfeld befinden. Prominente kommen und gehen, sie gelangen zu Starruhm und sind oft schnell wieder vergessen, aber jeder von ihnen träumt davon, einzigartig, beliebt und begehrt zu sein - so wie Michael Jordan, Madonna oder Julia Roberts. Um dem Schicksal des schnellen Abstiegs zu entgehen, versuchen immer mehr Prominente und solche, die es werden wollen, sich wie ein Produkt zu vermarkten und zur Marke zu werden - einer wie Nike, Coca-Cola, die ganz oben im Marken-Olymp steht. Betrachtet man die Liste der vierzig reichsten Personen unter vierzig Jahren in den USA, die jährlich vom Fortune Magazin herausgegeben wird, ist festzustellen, dass sich immer mehr Sportler, Schauspieler und Musiker an die Seite der "New Economy-Milliardäre" stellen. Neben Michael Dell (Dell Computer Corporation), Amazon's Jeff Bezos und den beiden Yahoo!-Gründer Filo und Yang stehen Namen wie Michael Jordan, Tom Cruise, Sean "P. Diddy" Combs, früher bekannt unter "Puff Daddy", und Tiger Woods. Letztgenannter verdiente als höchstbezahlter Sportler im Jahr 2000 $ 10 Mio. an Preisgeldern und $ 44 Mio. aus Prominentenwerbung, Licensing und Sponsoring. Rick Burten, leitender Angestellter des Warsaw Sports Marketing Centers an der Universität of Oregon Business School, sagt: "Twenty-five years ago, a star athlete or entertainer may have


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Product Details
  • ISBN-13: 9783346136855
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 112
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 334613685X
  • Publisher Date: 10 Mar 2020
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 154 gr


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