Wie Marken erlebbar werden by Au at Bookstore UAE
Wie Marken erlebbar werden

Wie Marken erlebbar werden


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About the Book

Aufgrund der Überflutung und Austauschbarkeit von Markenartikeln, rücken die mit der Marke verbundenen Gefühls- und Erlebniswelten immer mehr in den Vordergrund. Die Kernfragen dieses Buches lauten daher: Wie werden Marken erlebbar und welche Gemeinsamkeiten haben erfolgreiche Marken? Um diese Fragen zu beantworten, wurde zunächst die erlebnisorientierte Markengestaltung analysiert. Danach wurde der Beitrag des Markenmanagements in Bezug auf die Erlebbarkeit einer Marke durchleuchtet. Hierbei wurden insbesondere die Markenidentität, die Markenpositionierung, die Rolle der Mitarbeiter und die Markenkommunikation betrachtet. Ein weiterer wichtiger Aspekt der Erlebbarkeit findet sich in der Umsetzung wieder. Dabei spielen "Erlebniswelten" und die verschiedenen Möglichkeiten der Markeninszenierung eine wichtige Rolle. Wie wirkt sich die Erlebbarkeit der Marke auf den Konsumenten aus? Was unterscheidet letztlich eine erfolgreiche Marke von einer nicht erfolgreichen Marke?


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Product Details
  • ISBN-13: 9783639808469
  • Publisher: AV Akademikerverlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 152 mm
  • ISBN-10: 3639808460
  • Publisher Date: 23 Mar 2015
  • Height: 229 mm
  • No of Pages: 76
  • Series Title: German
  • Weight: 172 gr


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Wie Marken erlebbar werden
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Wie Marken erlebbar werden
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