Markenführung. Eine vergleichende Analyse von Markenbewertungsverfahren
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Markenführung. Eine vergleichende Analyse von Markenbewertungsverfahren

Markenführung. Eine vergleichende Analyse von Markenbewertungsverfahren


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About the Book

Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Hochschule Coburg (FH) (Loewe Opta GmbH), Sprache: Deutsch, Abstract: Die Zielsetzung dieser Diplomarbeit: Getragen durch ihre Kernkompetenzen "innovative Technik, exzellentes Design und hohen Qualitätsanspruch" ist LOEWE. in den vergangenen Jahren zu einer der stärksten Premium- Marken für Fernsehgeräte herangewachsen. Ein ständiger Zuwachs an Marktanteilen, eine Steigerung der Absatzzahlen und Wachstum des Unternehmens entgegen dem Trend in der Branche untermauern diesen Sachverhalt. Doch dies ist nur eine vage Behauptung, denn anhand von blanken ökonomischen Unternehmenszahlen läßt sich die tatsächliche Wertsteigerung von LOEWE., ob in Geldwerten oder in den Köpfen und Herzen der LOEWE.- Kunden, im Grunde nur erahnen. Bisher hatte man sich in puncto Kreation der Marke LOEWE. auf eigene Erfahrungen und dem Einsatz von Methoden gestützt, welche nur die Konsumentenmeinungen messen. Es fehlt aber ein Instrument, das die tatsächliche Wertsteigerung von LOEWE. mißt und sich zur kontrollierten Steuerung des Markenwachstums eignet. Daher ist der Einsatz eines Verfahrens geplant, welches den Markenwert näher durchleuchtet. Derartige Markenbewertungsverfahren werden von verschiedenen Marktforschungsunternehmen, Unternehmensberatungsgruppen und Werbeagenturen angeboten. Ziel dieser Diplomarbeit ist, es aus dem zahlreichen Angebot von Markenbewertungsverfahren dieser Unternehmen ein Verfahren durch eine vergleichende Analyse zu ermitteln und gemäß den Anforderungen der Loewe Opta GmbH zu bewerten, das einen zur strategischen Markenführung geeigneten Markenindexwert unter Berücksichtigung der Wertschätzung von Konsumenten generiert.


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Product Details
  • ISBN-13: 9783656883999
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 249 gr
  • ISBN-10: 3656883998
  • Publisher Date: 27 Jan 2015
  • Height: 210 mm
  • No of Pages: 148
  • Spine Width: 9 mm
  • Width: 148 mm


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Markenführung. Eine vergleichende Analyse von Markenbewertungsverfahren
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Markenführung. Eine vergleichende Analyse von Markenbewertungsverfahren
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