Grundlagen und Ansatzpunkte des Place Branding by Anne-Katrin Tauber
Grundlagen und Ansatzpunkte des Place Branding

Grundlagen und Ansatzpunkte des Place Branding


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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Universität Kassel, Sprache: Deutsch, Abstract: Auf Grund der zunehmenden Globalisierung sowie der verstärkten Austauschbarkeit sehen sich Städte, Regionen und Länder immer häufiger einem Konkurrenzkampf mit anderen Standorten um Investoren, Fachkräfte, Einwohner und Touristen gegenüber. Um sich einen Vorteil im Standortwettbewerb zu verschaffen, greifen daher immer mehr dieser Standorte auf die Methode des Place Brandings zurück. Durch den Aufbau einer starken, unverwechselbaren und zugleich glaubwürdigen Marke als Ziel und Hauptaufgabe jener Methode, können sie klare Wettbewerbsvorteile in Bezug auf andere Standorte erzielen. Die Heterogenität des Produktes "Place" lässt den Branding Prozess im Vergleich zum herkömmlichen Product Branding jedoch deutlich komplexer und ungleich schwieriger erscheinen. Dennoch ist die Entwicklung und Führung einer Place Brand machbar und durchaus sinnvoll. Bekräftigt wird dies durch das Framework der Erfolgsfaktoren des Place Brandings, welches ferner als Grundlage eines Ablaufplans eines Place Branding Prozesses angesehen werden kann. Ein solcher, sich auf sämtliche Dimensionen des Konstrukts Standort beziehender Plan, besteht aus drei Hauptstufen, die einzelne Schritte auf dem Weg zur Bildung einer Standortmarke darstellen. Die erste Hauptstufe ist die Organisation und Analyse.Die zweite Stufe des Place Brandings bildet die Entwicklung des Markenprofils. Dritter Prozessschritt ist die Implementierung und Markenführung. Die Umsetzung dieses theoretischen Bezugsrahmens lässt sich an Hand zahlreicher Beispiele aus der Praxis demonstrieren. Dabei sind jedoch längst nicht alle Place Branding Projekte so erfolgreich wie beispielsweise diejenigen Irlands oder Bremens. Das Place Branding Norwegens macht deutlich, dass eine inkonsequente Umsetzung des Ablaufplans sowie die Missachtung einzelner der herausgestellten Erfolgsfaktoren des P


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Product Details
  • ISBN-13: 9783640420285
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3640420284
  • Publisher Date: 07 Sep 2009
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 141 gr


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