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Star als Marke: Die Marke Stefan Raab als Erfolgsfaktor für den Sender ProSieben

Star als Marke: Die Marke Stefan Raab als Erfolgsfaktor für den Sender ProSieben

          
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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule für Film und Fernsehen "Konrad Wolf" Potsdam-Babelsberg (Medienwissenschaften), Sprache: Deutsch, Abstract: Das Medienphänomen Stefan Raab ist vielseitig diskutiert und nach wie vor spalten sich die Meinungen um das Erfolgsrezept des "Tausendsassas", wie er in den zahlreichen Medienartikeln bezeichnet wird. Zu Beginn dieser Arbeit soll die Person Stefan Raab näher vorgestellt werden. Dem medialen Erfolg des heute bekannten und erfolgreichen Entertainers liegt eine interessante Karrierelaufbahn zugrunde, welche im Folgenden näher beleuchtet wird. Über einen kurzen biografischen Abriss soll ein Einblick in seinen beruflichen Werdegang, seinen Karriereaufstieg und den damit eintretenden Erfolg in der Medienbranche näher beleuchtet werden. Im Fokus dieser Arbeit steht vor allem die Marke Stefan Raab. Diesbezüglich soll im zweiten Abschnitt zunächst die Markenfähigkeit einer Person erörtert werden, bevor im Anschluss daran näher auf Raabs Markenpersönlichkeit mit ihren einzelnen Facetten und Eigenschaften eingegangen wird. Welche Attribute machen einen ehemaligen Metzger so erfolgreich im deutschen Fernsehen? Warum sind seine Formate so erfolgreich, wenngleich sie nicht jeden Geschmack der deutschen Fernsehzuschauer treffen? Der dritte Teil und vierte Teil dieser Arbeit geht vor allem auf die Vermarktung rund um die Person Stefan Raab ein. Welche Funktion nimmt Raabs Format TV TOTAL ein, wenn es um die Vermarktung weiterer Formate geht und wie erfolgreich gelingt Raab eine solche Markenerweiterung? Des Weiteren soll die symbiotische Beziehung zwischen der Person Stefan Raab und dem Sender PROSIEBEN näher beleuchtet werden. Dabei steht zunächst die Markenarchitektur des Senders im Fokus. Welche Markenstrategie verfolgt der Sender ProSieben und inwiefern unterscheidet der Sender zwischen Genre-, Format- und Personenmarken? Wie lässt sich zum einen die Marke S


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Product Details
  • ISBN-13: 9783656743705
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Die Marke Stefan Raab als Erfolgsfaktor für den Sender ProSieben
  • Width: 148 mm
  • ISBN-10: 3656743703
  • Publisher Date: 13 Oct 2014
  • Height: 210 mm
  • No of Pages: 28
  • Spine Width: 2 mm
  • Weight: 50 gr


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Star als Marke: Die Marke Stefan Raab als Erfolgsfaktor für den Sender ProSieben
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