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Sprichst Du schon IKEA?: Brand Language / Unternehmens- und Markensprache bei IKEA

Sprichst Du schon IKEA?: Brand Language / Unternehmens- und Markensprache bei IKEA

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Brand Academy Hamburg, Sprache: Deutsch, Abstract: In einer globalisierten Welt, in der der Verbraucher immer größere Möglichkeiten hat, die angebotenen Produkte zu vergleichen, wird es zunehmend wichtig, sich von den Konkurrenten zu unterscheiden. Eine besondere Bedeutung kommt da der Unternehmenssprache zu. Die Sprache eines Unternehmens muss sich konsequent wiederfinden und damit unverwechselbar werden - das ist die Coporate Language einer Firma (Vgl. Reins, Süddeutsche.de, 2007). Die Corporate Language oder das "wording" kann die Firmenphilosophie oder das Corporate Image maßgeblich unterstützen oder im schlechten Fall schwer schädigen. So hat z.B. der Chef der Deutschen Bank dem Unternehmen 2008 schwer damit geschadet, in dem er Unternehmensverluste in Höhe von 50 Millionen Euro als "Peanuts" bezeichnet hat. Der offensichtlich lockere Umgang der Bank mit dem Geld der Anleger kam bei dem Kunden sehr schlecht an (Vgl. Förster, Rost, Thiermeyer, 2010, S.34). Entspricht das wording auf allen Ebenen dem Unternehmensziel, wird das Produkt aufgewertet, der Kunde kann sich mit dem gekauften Produkt identifizieren. "Die Corporate Language" muss auf allen Ebenen verinnerlicht werden und sie muss in ihrem Stil der Persönlichkeit des Unternehmens entsprechen. Das schwedische Möbelhaus IKEA ist ein Unternehmen, das schon fast sprichwörtlich für die gelungene Umsetzung eines Corporate Wording steht: "Sprichst du schon IKEA?" (IKEA-Homepage). In dieser Arbeit möchte ich darauf eingehen, wie es das schwedische Möbelhaus schafft, bei einem Preissegment, das sich am unteren Level orientiert und auf einer Ebene von Discountern wie Roller oder Höffner einzuordnen ist, mit seiner Unternehmenssprache bei dem Verbraucher den Eindruck zu erwecken, ein hochwertiges Produkt erworben zu haben.


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Product Details
  • ISBN-13: 9783656340249
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 86 gr
  • ISBN-10: 3656340242
  • Publisher Date: 27 Dec 2012
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Sub Title: Brand Language / Unternehmens- und Markensprache bei IKEA
  • Width: 148 mm


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