Markenführung Book by Francesca Sperling - Bookswagon
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Markenführung

Markenführung


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About the Book

Inhaltsangabe: Einleitung: Markenketchup für 99 Pfennig, ein Pfund Kaffee für 4,69 Mark, ein halbes Pfund Butter oder 10 Eier für 1,09 Mark - der Preis im deutschen Einzelhandel tobt wie nie. Da stellt sich einem doch die Frage, sind die großen Marken, wie Coca Cola, Nestlé oder Nivea noch wettbewerbsfähig, oder fallen sie langsam aber sicher dem Preiskampf zum Opfer? Die Meinungen sind gespalten. Handelsmarken haben den Herstellermarken in den letzten Jahren einigen Platz in den Regalen der Läden streitig gemacht. Jedoch regt der Konkurrenzdruck die Herstellermarken zu neuer Kreativität an, Kunden für sich zu gewinnen. „Der Kunde ist König!" Eine alte Unternehmensweißheit, deren Bedeutung besonders in den vergangenen Jahren stark gestiegen ist. In den 50er und 60er Jahren bestimmten die Unternehmen durch ihr Angebot, was die Kunden kauften. Das weiter wachsende Angebot führte dazu, dass in den 70er und 80er Jahren der Kunde derjenige war, der den Unternehmen durch sein Kaufverhalten diktierte, welche Qualitäten eine Marke besitzen musste, damit sie gekauft wurde. In den 90er Jahren erwartet der Kunde mehr als nur einen Qualitätsvorteil von Marken. Service, Image und Emotionen bestimmen den Erfolg einer Marke. Markenführung ist nicht mehr nur Thema im Marketing, Markenführung ist zur Unternehmensaufgabe geworden. Das verdeutlicht eine Studie von Pricewaterhouse Coopers, in der 400 Unternehmen befragt wurden. „67 Prozent der Befragten gaben an, dass die Chefetage mit der Markenführung betraut ist." Die Markenführung hat nicht nur Einfluss auf das Image des Unternehmens, sondern trägt auch monetär zum Erfolg eines Unternehmens bei. Dies erfolgt durch den sogenannten Markenwert, die wertmäßige Erfassung der Marke. Den Markenwert beeinflussen Bewertungskriterien wie Finanzwert, Markenschutz, Markenstärke (Marktanteil, Marketingaktivitäten, Distirubutions-grad) und Markenimage. Wie sensibel das Instrument Markenführung jedoch ist, zeigen Beispiele wie Camel und C&A.


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Product Details
  • ISBN-13: 9783838641010
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 195 gr
  • ISBN-10: 3838641019
  • Publisher Date: 01 May 2001
  • Height: 210 mm
  • No of Pages: 104
  • Series Title: German
  • Sub Title: Ein Instrument zur Erlangung und Sicherung von Wettbewerbsvorteilen
  • Width: 148 mm


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