Markenmanagement by Kathrin Herbstritt - Bookswagon
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Markenmanagement

Markenmanagement


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About the Book

Immer mehr Hersteller, mit immer ähnlicheren Produkten, drängen auf den Markt, die sich auch in der Qualität der funktionalen Leistungserbringung immer weniger unterscheiden. Es stellt sich also die Frage warum es dennoch viele Unternehmen schaffen in diesem schwierigen Umfeld unverwechselbare Marken wie "Coca Cola", "Apple" oder "Red Bull" zu etablieren. Den Schlüssel zum Erfolg stellt der emotionale, persönliche Zusatznutzen über das Leistungsversprechen hinaus, dar. Dieser nimmt eine immer stärkere Bedeutung für die Kaufentscheidung ein. Aufgrund dieser Tatsache, lassen sich zwei Kernforderungen für das Markenmanagement ableiten: Die Gewährleistung der Differenzierung vom Wettbewerber und die zunehmende Trennung von der Produktleistung im engen Sinne, um gezielt emotionalen Mehrwert für den Konsumenten zu schaffen. Ein geeignetes Mittel um den Herausforderungen der Emotionalisierung und Differenzierung gerecht zu werden, stellt die persönlichkeitsorientierte Markenführung dar. Im Mittelpunkt steht hier die Markenpersönlichkeit, welche die Gesamtheit aller menschlichen Assoziationen, die Konsumenten mit einer Marke verbinden, umfasst. Das Verständnis der Marke als Person, ermöglicht es einerseits die emotionalen Nutzenpotenziale der Marke besser auszuschöpfen, zum anderen gewinnen neben der bloßen Nutzung von Marken zur sozialen Demonstranz in zunehmendem Maße beziehungsorientierte Aspekte für die Markenführung an Bedeutung. Eine verlässliche Markenpersönlichkeit und die daraus entstandene Markenbeziehung begünstigen den Aufbau von Markenloyalität. Der Grund einer bislang nur unzureichenden Verankerung der Markenpersönlichkeit im Markenmanagement liegt in der ungenügenden Messbarkeit des Konstrukts. Lange Zeit gelang es nicht ein valides und reliables Messinstrument zu entwickeln. Mit der Vorlage der faktoranalytisch begründeten Brand Personality Scale veröffentlichte Jennifer Aaker im Jahr 1997 eine Skala, die dieses Problem weitestgehend löste. Weitere Studien


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Product Details
  • ISBN-13: 9783956368479
  • Publisher: Diplom.de
  • Publisher Imprint: Diplom.de
  • Height: 210 mm
  • No of Pages: 116
  • Series Title: German
  • Sub Title: Von der Unternehmensmarke zur Markenpersönlichkeit: Eine konzeptionelle Weiterentwicklung eines Messinstruments der Markenpersönlichkeit
  • Width: 148 mm
  • ISBN-10: 3956368479
  • Publisher Date: 10 Jun 2015
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 209 gr


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