Brand Management am Beispiel von Valentino
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Brand Management am Beispiel von Valentino

Brand Management am Beispiel von Valentino


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About the Book

Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,0, International School of Management, Standort Dortmund, Sprache: Deutsch, Abstract: Ziel der vorliegenden Hausarbeit ist es, Erfolgsfaktoren sowie relevante Handlungsempfehlungen für eine identitätsbasierte Markenführung in der Luxusgüterindustrie herauszustellen. Dabei wird speziell auf die Luxusmodemarke Valentino eingegangen. Auf Basis dieses Praxisbeispiels soll die Arbeit aufzeigen, wie die Verbindung von markenspezifischen Fragestellungen, dem Management der Markenarchitektur und der strategischen Markenkommunikation zu einem Markenerfolg verhelfen kann. Obwohl das Geheimnis Luxus zurück bis ins frühe Zeitalter reicht und heutzutage eine besonders hohe Nachfrage nach Luxusmarken besteht, findet sich kaum Theorie darüber, wie eine Luxusmarke aus Unternehmensperspektive erfolgreich zu positionieren und zu führen ist. Dennoch existiert eine einheitliche wissenschaftliche Auffassung dahingehend, dass der Aufbau und die Führung von Luxusmarken anderen Regeln folgen als jene von Marken im Premium- oder Basismarkensegment. Eine entscheidende Abgrenzung einer Luxusmarke von generischen Marken ist, dass Faszination und Begehrlichkeit aus ihrer geheimnisvollen Markenidentität resultieren und einem symbolischen Nutzen folgen. Diese einmalige Markenidentität zu schaffen, eine unverwechselbare Positionierung einzunehmen und die Luxusmarke zu steuern, stehen im Mittelpunkt des strategischen Luxusmarkenmanagements. Allerdings besteht die zentrale Herausforderung einer Luxusmarke darin, für eine innovative und nachhaltige Weiterentwicklung zu sorgen, um die eigene Relevanz und Wettbewerbsfähigkeit zu sichern. Dafür ist es essenziell, das richtige Gleichgewicht zwischen der bestehenden Markenidentität und der kontinuierlichen Anpassung an Entwicklungen und aktuelle Trends im Umfeld der Luxusmarke zu finden. Als ein Best Patrice kann das traditionelle Luxusunternehm


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Product Details
  • ISBN-13: 9783346875013
  • Publisher: Bod Third Party Titles
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 122 gr
  • ISBN-10: 3346875016
  • Publisher Date: 09 May 2023
  • Height: 210 mm
  • No of Pages: 48
  • Spine Width: 3 mm
  • Width: 148 mm


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