Branding Strategien Book by Martina Jobst - Bookswagon
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Branding Strategien

Branding Strategien


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About the Book

Inhaltsangabe: Zusammenfassung: Bis Mitte der Achtzigerjahre war das wichtigste Anliegen eines jeden Herstellers die Güterproduktion. Durch die darauffolgende Rezession gerieten jedoch immer mehr große Unternehmen in Absatzschwierigkeiten. Etwa um diese Zeit begannen Unternehmen neuen Stils, wie Nike oder Microsoft, mit den traditionellen amerikanischen Herstellern um Marktanteile zu konkurrieren. Diese Unternehmen stellten nicht mehr in erster Linie Produkte, sondern Markenimages her. Ihre eigentliche Arbeit bestand somit nicht mehr in der Produktion, sondern in der Vermarktung. Diese Formel hat sich als äußerst gewinnbringend erwiesen und Marken in den Mittelpunkt der Betrachtung gerückt. Marken sind heutzutage unerlässliche Voraussetzung für jede Marketingstrategie, die nicht allein auf Preisvorteilen aufbaut. Wer versucht sich allein über einen Preiskampf Marktanteile zu sichern, wird sich auf Dauer nicht am Markt halten können, denn es werden immer Wettbewerber kommen, die auch den niedrigsten Preis noch unterbieten. Obwohl die Macht der Marke unbestritten ist, sind sich Marketer uneinig, inwieweit der Markenname für einen Absatzerfolg mitverantwortlich sein kann. Die Bedeutung des Markennamens wird häufig abgewertet, da eine positive Einflussnahme auf den Produkterfolg durch den Namen als unwahrscheinlich erachtet wird. Bedenkt man jedoch, dass beispielsweise der Misserfolg des amerikanischen Automobils „Ford EDSEL" in erster Linie auf seinen Markennamen zurückgeführt wurde, der Wert des Namens COCA-COLA auf $ 72,5 Milliarden geschätzt wird, oder dass die Suche nach einem neuen Firmennamen (EXXON) einen Ölkonzern $ 100 Millionen gekostet hat, wird deutlich, dass die Wahl des Markennamens ein wichtiger Bestandteil marketingpolitischer Entscheidungen ist. Die Entwicklung von Markennamen ist, obwohl die stiefmütterliche Behandlung in der Literatur dies vermuten lässt, ein nicht zu unterschätzendes Problem. Der Markenname stellt den zentralen Bestandteil der Mar


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Product Details
  • ISBN-13: 9783838666129
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 199 gr
  • ISBN-10: 3838666127
  • Publisher Date: 31 Mar 2003
  • Height: 210 mm
  • No of Pages: 108
  • Series Title: German
  • Sub Title: Die Gestaltung von Markennamen
  • Width: 148 mm


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