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Markenbewertungsverfahren im professionellen Fußball

Markenbewertungsverfahren im professionellen Fußball

          
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About the Book

Bachelorarbeit aus dem Jahr 2015 im Fachbereich Sport - Medien und Kommunikation, Note: 1,7, Ostfalia Hochschule für angewandte Wissenschaften Fachhochschule Braunschweig/Wolfenbüttel (Verkehr-Sport-Tourismus-Medien), Veranstaltung: Sportmanagement, Sprache: Deutsch, Abstract: Die vorliegende Arbeit geht der Frage nach, welche Methoden und Verfahren der Markenwertbemessung existieren und welche von diesen sich für die Bewertung von Marken im Sport eignen. Darüber hinaus wird eine Markenwertanalyse der beiden Fußballmarken "FC Bayern München" und "Borussia Dortmund" durchgeführt. Der Fragestellung wird durch die Recherche und Auswertung von Fachliteratur nachgegangen und anhand von zwei Beispielen wird die Methodik der Markenbewertung veranschaulicht. Die dazu benötigten Daten werden frei zugänglichen Informationsquellen entnommen. Es ist eine hohe Anzahl an Markentypen von verschiedenen Markenträgern auf dem Sportmarkt vorhanden. Marken sollen beim Nachfrager Vertrauen schaffen sowie identitätsstiftend wirken. Die Anbieter versprechen sich neben der Produktdifferenzierung eine Erweiterung des Preisspielraumes. Dieser Nutzen spiegelt sich im Fußball in den Erträgen aus Werbe- und medialen Rechten sowie in Einnahmen aus dem Spielbetrieb und des Merchandisings wider. Hinzukommt der gesteigerte Mehrwert für Sponsoren, Medien und Zuschauer, welche vom Aufbau starker Marken profitieren. Bei der Markenbewertung greift man auf drei Analyseverfahren zurück, welche aufgrund ihrer unterschiedlichen Ansätze unterschiedliche Ergebnisse liefern: die verhaltenswissenschaftlichen Verfahren, die finanzorientierten Verfahren und die integrierten Verfahren. Die verhaltenswissenschaftlichen Verfahren liefern nichtmonetäre Ergebnisse. Ihre Untersuchungsziele sind die Erfassung der sozialpsychologischen Werte des Markenkerns und damit die Ermittlung der Markenstärke. Diese wird zumeist anhand qualitativer Tests, Interviews und Befragungen bestimmt. Das weitgehende Fehlen quantitat


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Product Details
  • ISBN-13: 9783668380011
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Weight: 136 gr
  • ISBN-10: 3668380015
  • Publisher Date: 20 Jan 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm

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