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Management von Geschichte: Der Einsatz von Tradition als wirkungsvolles Instrument der Markenkommunikation

Management von Geschichte: Der Einsatz von Tradition als wirkungsvolles Instrument der Markenkommunikation

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Universität Hohenheim (Lehrstuhl für Soziologie und empirische Sozialforschung), Sprache: Deutsch, Abstract: Marken sind heute wichtiger denn je, sie sind zu einem integralen Bestandteil von Wirtschaft und Gesellschaft geworden.(...) Denn in einer Konsumwelt, in der das Warenangebot zunehmend vielfältiger und damit undurchsichtiger wird, entsteht ein verstärktes Bedürfnis nach Orientierung. Starke Marken können dies gegenüber Konsumenten vermitteln, stehen für Vertrauen und geben Produkten eine Identität. Vor diesem Hintergrund eine Brücke zwischen Geschichte und Marken zu schlagen, mag für den einen oder anderen auf den ersten Blick zunächst Verwirrung stiften. Wird Geschichte bzw. Tradition in der heutigen Gesellschaft noch vereinzelt als etwas Träges oder Unmodernes angesehen, repräsentieren Marken dem gegenüber etwas Zeitgemäßes, etwas Modernes. Führt man sich aber vor Augen, dass hinter jedem Unternehmen, Produkt und jeder Marke eine eigene Geschichte steht, zeigt sich ein erster Sinngehalt der unterstellten Verbindung. Die besondere Bedeutung der Tradition von Marken wird aber spätestens dann deutlich, wenn man die Auswirkungen betrachtet, die sich angesichts gegenwärtiger Veränderungen auf Wirtschafts- und Konsummärkten für Marken ergeben. Diese lassen nämlich erkennen, dass Markenidentitäten zunehmend verschwimmen. Damit wird der Marke nicht nur ihr Potenzial als Wertschöpfungs- und Differenzierungsinstrument entzogen, sondern auch ihre (Über-) Lebensessenz - ihre Identität. Eine 'unscharfe' Markenidentität hat noch weitreichendere Konsequenzen, denn Marken werden aufseiten der Konsumenten als austauschbar wahrgenommen, was wiederum in erhebliche Imageverluste mündet. Für das Markenmanagement gilt deshalb, die Stärke einer Marke, die sich wiederum in ihrer Identität widerspiegelt, aufrecht zu erhalte


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Product Details
  • ISBN-13: 9783656181101
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3656181101
  • Publisher Date: 02 May 2012
  • Height: 210 mm
  • No of Pages: 74
  • Series Title: German
  • Weight: 109 gr


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Management von Geschichte: Der Einsatz von Tradition als wirkungsvolles Instrument der Markenkommunikation
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