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Identitätsbasierte Markenführung. Eine Fallstudienanalyse der Red Bull GmbH

Identitätsbasierte Markenführung. Eine Fallstudienanalyse der Red Bull GmbH

          
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About the Book

Studienarbeit aus dem Jahr 2016 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Hochschule für Medien, Kommunikation und Wirtschaft, Sprache: Deutsch, Abstract: Die vorliegende Arbeit beschäftigt sich mit der Strategie der identitätsbasierten Markenführung, nach Burmann, welche sich mit der Entwicklung von Identität beschäftigt, die den entscheidenden Unterschied und die Grundlage im Markenmanagement bildet. Dabei wird insbesondere auf die Red Bull GmbH eingegangen und ihr strategisches Markenmanagement nach Burmanns Theorie analysiert. "Das Markieren von Produkten ist keine Erfindung unserer Zeit. Dieser Brauch, Produkte zu kennzeichnen und sie aus der Anonymität zu heben, ist vielmehr Jahrhunderte alt. Er findet sich in sämtlichen Hochkulturen. Schon im alten Ägypten wurden Ziegelsteine mit Symbolen versehen, um ihre Identität zu kennzeichnen. Dahinter stand die Überzeugung, dass die von einem bestimmten Handwerker hergestellten Ziegel besser waren als die anderer Hersteller." Wie Esch in seiner Publikation beschreibt, geht es bei Marken darum zu zeigen, dass ein Produkt besser als ein anderes ist. Die wichtigste Basis dieser Strategie ist die Markenidentität, welche die Marke zum Leben erweckt und für die Kunden erlebbar macht. Im ersten Teil der Arbeit wird die identitätsbasierte Markenführung zusammenfassend erklärt und auf das strategische Markenmanagement eingegangen. Die empirische Basis ist eine Fallstudienanalyse, welche den zweiten Teil der Arbeit bildet. Wesentliche Merkmale der Fallstudienmethodik sind die Vielzahl möglicher Variablen und der Einbezug verschiedener Quellen und Methoden zur Datensammlung. Die identitätsbasierte Markenführung ist der für eine Fallstudie typische, existierende theoretische Ansatz, welcher die Datensammlung und Analyse leiten soll. Ziel der Arbeit ist es, Zusammenhänge zwischen der Red Bull GmbH und dem Modell der identitätsbasierten Markenführung und den Managementprozessen des Unternehme


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Product Details
  • ISBN-13: 9783668366145
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3668366144
  • Publisher Date: 27 Dec 2016
  • Height: 210 mm
  • No of Pages: 40
  • Series Title: German
  • Weight: 68 gr


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Identitätsbasierte Markenführung. Eine Fallstudienanalyse der Red Bull GmbH
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