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Markenführung im Dilemma zwischen Kontinuität und Aktualität

Markenführung im Dilemma zwischen Kontinuität und Aktualität


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About the Book

Diplomarbeit aus dem Jahr 2004 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, Universität der Künste Berlin (Gesellschafts- und Wirtschaftskommunikation), Sprache: Deutsch, Abstract: Der zentrale Anspruch an diejenigen, die Marken führen lautet, seine Marke im Gleichgewicht zwischen Kontinuität auf der einen und Aktualität auf der anderen Seite zu halten. Ein eindeutiges, allgemeingültiges Verständnis von Kontinuität in Bezug auf Marken und Markenführung findet sich jedoch bisher nicht in der Literatur. Dieses scheinbare Dilemma zwischen Kontinuität und Aktualität ist der Ausgangspunkt dieser Arbeit. Wie bewahre ich die Kontinuität meiner Marke und halte sie dabei gleichzeitig aktuell? Befindet sich Markenführung überhaupt in einem Dilemma zwischen Kontinuität und Aktualität? Oder sind es ganz andere Fragen, die relevant für den Anspruch an effiziente und effektive Markenführung sind? Diese Fragestellungen wird innerhalb der vorliegenden Arbeit analysiert. Des Weiteren werden folgende Probleme näher betrachtet und untersucht: Wo und in welcher Form wird Kontinuität bzw. Aktualität im Sinne von Anpassung an Wandel als relevant und unabdingbar in der Markenführung gesehen? Wie hängen Kontinuität und Aktualität in der Markenführung zusammen und voneinander ab? Kann man die Anpassung an Wandel, an veränderte Umweltbedingungen systematisieren? Welches System wäre dann im Umgang mit der Integration dieses Wandels sinnvoll? Kann man überhaupt ein System entwickeln? Wie also hält man eine Marke in ihrer Kontinuität aktuell? Wie viel Wandel braucht gute Markenführung? Und wie viel Wandel ist gut und richtig? Zielsetzung dieser Arbeit war es, Kontinuität und Aktualität innerhalb des Phänomens Marke zu verstehen. Entstanden ist eine ausführliche Auseinandersetzung mit dem Thema Wandel.


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Product Details
  • ISBN-13: 9783638732307
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 340 gr
  • ISBN-10: 3638732304
  • Publisher Date: 14 Aug 2007
  • Height: 297 mm
  • No of Pages: 112
  • Series Title: German
  • Sub Title: Oder wieviel Wandel braucht gute Markenführung?
  • Width: 210 mm


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