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Marke in der Werbepsychologie. Markenname, Markentreue und Lernprozesse bezüglich Marken

Marke in der Werbepsychologie. Markenname, Markentreue und Lernprozesse bezüglich Marken

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich Psychologie - Sozialpsychologie, Note: 2,00, Katholische Universität Eichstätt-Ingolstadt, Sprache: Deutsch, Abstract: "Wir kaufen nicht, was wir haben wollen, wir konsumieren, was wir sein möchten." (Actas, 2011), lautet ein Zitat nach John Hegarty das verdeutlicht, dass der Kunde Produkte schon lange nicht mehr nur kauft aufgrund des Nutzens den sie für ihn haben. Gekauft wird das Gesamtpaket, der Status den der Kauf oder der Besitz des Artikels verleiht. Und an diesem Status arbeiten Unternehmen täglich hart. Sie müssen ihre Produkte artgerecht in Szene setzen um das richtige Publikum anzusprechen, die richtigen Werte zu vermitteln. Die Produkte müssen sich in der Zielgruppe etablieren, dürfen nicht mehr wegzudenken sein. Vielen Unternehmen gelingt das. Doch nicht wenige Produkte verschwinden schnell wieder vom Markt oder werden von anderem Publikum angenommen als gewünscht. In diesem Fall bleibt dem Unternehmen nur noch ein kosten- und arbeitsaufwändiger Imagewechsel. Es zeigt sich, dass nur Weniges für ein Unternehmen entscheidender ist als die Etablierung seiner Marken auf dem Markt und das Bild, dass der Kunde von ebendieser Marke erhält. Marken sind Grundsteine der Wirtschaft. Doch auch aus psychologischer Sichtweise erscheint es interessant, dieses Thema zu beleuchten. Im ersten Schritt dieser Arbeit wird die Theorie der Marke erläutert. Es wird näher auf die Definition des Begriffs 'Marke', die Kategorisierung sowie die Funktion der Marke für ein Unternehmen und die verschiedenen Arten der Markenpolitik eingegangen. Im weiteren Verlauf der Arbeit stehen unter anderem die Markennamensfindung sowie das Testen von Markennamen im Findungsprozess im Fokus. Zudem wird das psychologische Phänomen der Markentreue beleuchtet wobei näher auf die Arten der Markentreue eingegangen wird. Abschließend befasst sich die Arbeit mit Lernprozessen die bezüglich Marken stattfinden können. Hierbei wird nach allgemeiner Einführung


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Product Details
  • ISBN-13: 9783668874152
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 216 mm
  • No of Pages: 20
  • Spine Width: 1 mm
  • Width: 140 mm
  • ISBN-10: 3668874158
  • Publisher Date: 24 Jan 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 36 gr


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