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Notwendigkeit der Markenführung. Was sind die wichtigsten Prozessschritte einer erfolgreichen Markenführung?

Notwendigkeit der Markenführung. Was sind die wichtigsten Prozessschritte einer erfolgreichen Markenführung?

          
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About the Book

Akademische Arbeit aus dem Jahr 2017 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: A+, Alpen-Adria-Universität Klagenfurt (IFM - Institute for Management GmbH), Veranstaltung: Marketing for smaller companies, Sprache: Deutsch, Abstract: Ohne eine gut strukturierte Markenführung kommt heute keine Marke mehr aus, zumindest keine, die sich am Markt erfolgreich positionieren will. Mit der Zunahme der Werbeplattformen, mit der Vernetzung der Welt, ist es leicht, eine Marke in Szene zu setzen. Aber genauso schnell gerät sie in Vergessenheit. Das Ziel dieser Arbeit ist es, dem Leser die Notwendigkeit der Markenführung näherzubringen. Nach einer kurzen Begriffserklärung zu den gängigsten Begriffen in der Markenführung beschäftigt sich diese Arbeit mit den wichtigsten Prozessschritten einer erfolgreichen Markenführung. Abschließend wird auf ausgewählte Anwendungsgebiete der operativen Markenführung eingegangen. In unserer heutigen Zeit der Informations- und Reizüberflutung wird es schwieriger, eine konsequente Markenführung zu forcieren. Wie Lärm auf zu vielen Kanälen.1 strömt Werbung auf den Konsumenten ein. Dem Einzelnen fällt es zunehmend schwerer, Entscheidungen zu treffen. 2 Die Marke als Alleinstellungsmerkmal ist inzwischen zu wenig und Markenmanagement umso bedeutender. Unter dem permanenten Datenstrom hat die Aufmerksamkeit und Glaubwürdigkeit der Werbung und damit auch die der Marken gelitten. So haben sich die Herausforderungen an die Marke und an die damit einhergehende Markenführung in den letzten 50 Jahren dramatisch verändert. Das Themengebiet der Markenführung ist sehr umfassend. Diese Arbeit beschäftigt sich mit den gängigen Prozessschritten der Markenführung.


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Product Details
  • ISBN-13: 9783668567955
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668567956
  • Publisher Date: 13 Nov 2017
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 63 gr


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Notwendigkeit der Markenführung. Was sind die wichtigsten Prozessschritte einer erfolgreichen Markenführung?
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Notwendigkeit der Markenführung. Was sind die wichtigsten Prozessschritte einer erfolgreichen Markenführung?
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