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Markenkommunikation und Emotionalisierung

Markenkommunikation und Emotionalisierung


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About the Book

Inhaltsangabe: Problemstellung: Was Marken von Darwin lernen können, Marken müssen leben, Emotion macht den Erfolg; das sind die Überschriften nur einiger weniger Fachartikel, die sich während des letzten Jahres mit der schwierigen Situation der Marke beschäftigten. Deregulierte, gesättigte Märkte und ein mörderischer Wettbewerb im Kampf um den Smart Shopper bestimmen das Bild. Der Einfluß des World Wide Web als interaktive Kommunikations- und Handelsplattform revolutioniert das Verhältnis zwischen Anbieter und Kunden. Der zeigt sich zunehmend als intelligenter, preisbewußter Schnäppchenjäger, bei dem die konservativen Methoden der werblichen Persuasion nur mehr den Zap-Reflex auslösen. Markentreue? Nicht wirklich, - lieber spielt er mit den Codes, und bewegt sich souverän in verschiedenen Szenen und Milieus. Studien belegen: Konsumenten lassen sich nur mehr ungern von der ‚großen, starken' Marke beeindrucken, lieber bedienen sie sich nach Laune an deren Kernwerten. Konstante psychosoziale Bedürfnisse spielen bei der Markenwahl weit seltener eine Rolle als dies früher der Fall war. Nicht mehr „Welche Marke brauche ich, um anerkannt zu werden?" sondern „Welche Marke könnte heute zu mir und meiner Stimmung passen?" beschreibt die Konsumentenhaltung. Daher gilt es in der aktuellen Werbung, die Marke gemeinsam mit solchen attraktiven Erlebnissen und Emotionen zu kommunizieren, wie sie die Zielgruppen aus ihrem Alltag kennen und erträumen. Emotionen soll die Werbung auslösen, Bilder und innere Erlebnisse sollen mit der Marke wachgerufen werden und sich mit ihr verbinden. Über den Verstand, mit scheinbar rationalen Argumenten braucht man es in der Regel nicht mehr zu versuchen. In der Werbung fragt man sich trotz steigender Budgets, wohin sie sich noch weiterentwickeln wird, angesichts der dramatischen Veränderungen in unserer Mediengesellschaft, wo sich doch die altbewährten Rezepte der Marken-Kommunikation langsam verabschieden. Auch die Werbung befindet sich irgendwo


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Product Details
  • ISBN-13: 9783838642758
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3838642759
  • Publisher Date: 04 Jul 2001
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Weight: 186 gr


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