Imagetransfer durch Kommunikation. Voraussetzungen, Mechanismen, Beispiele
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Imagetransfer durch Kommunikation. Voraussetzungen, Mechanismen, Beispiele

Imagetransfer durch Kommunikation. Voraussetzungen, Mechanismen, Beispiele


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About the Book

Studienarbeit aus dem Jahr 2014 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Fachhochschule Erfurt, Sprache: Deutsch, Abstract: Marken und deren Images spielen in einer Zeit, in der Produkte sich immer mehr ähneln, eine bedeutende Rolle. Sie dienen zur Orientierung, helfen bei unseren Entscheidungen und beeinflussen maßgeblich in unserem Konsumverhalten. Durch die schier unendliche Anzahl an Produkten, die auf dem Markt existieren, ist der Aufbau einer guten Marke und dessen dazugehöriges Images unumgänglich. Da der Aufbau einer neuen Marke sehr kostspielig ist und ein hohes Floprisiko mit sich zieht, liegt die Überlegung nahe, dass das Image einer bereits bekannten Marke und des aufgebauten Marken-Goodwills auf ein neues Produkt übertragen werden sollte. Doch nicht nur positiv Aufgeladene Images eines bereits bestehenden Produktes können auf ein anderes Produkt übertragen werden. So können auch unabhängige Images wie zum Beispiel das Länderimage, einen hohen wiedererkennungswert darstellen. Mit dieser Problematik befasst sich der Imagetransfer. Doch wie ist das Vorgehen beim Imagetransfer und welche Vorrausetzungen sind notwendig damit ein Imagetransfer auch eine positive Assoziation beim Konsumenten auslöst ? Diese Fragen soll die folgende Seminararbeit beantworten. Im ersten Kapitel werden dabei erst einmal die Grundlagen einer Marke und die Grundlage des Images definiert. Um die genaue Definition des Imagetransfers, dreht es sich im zweiten Kapitel. Dabei werden auch noch die genauen Ziele und die Risiken untersucht. Das dritte Kapitel beschäftigt sich mit den Mechanismen und den Vorausetzungen im Imagetransfer. Untersuchungsgegenstand bilden dabei besonders die unabhängigen Images, die Dachmarkenstrategie und das Co-Branding. Den Abschluss der Seminararbeit stellt das Fazit dar, welches im vierten und letzten Kapitel präsentiert wird.


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Product Details
  • ISBN-13: 9783656694977
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 95 gr
  • ISBN-10: 3656694974
  • Publisher Date: 14 Jul 2014
  • Height: 210 mm
  • No of Pages: 26
  • Spine Width: 2 mm
  • Width: 148 mm


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Imagetransfer durch Kommunikation. Voraussetzungen, Mechanismen, Beispiele
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