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Power Brands & Brand Power

Power Brands & Brand Power


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About the Book

Geiz ist geil. Marken sind geiler! Vorausgesetzt, sie sind passgenau auf das ICH-IDEAL der Zielgruppe oder Zielperson zugeschnitten und erfinden sich ohne Identitatsbruch immer wieder neu. ICH-IDEAL-Satisfactioning und dynamische Stabilitat sind zwei wesentliche Erfolgsbausteine fur dauerhaft begehrenswerte und profittrachtige Marken. Aus dem Inhalt: Differenz ist der Anfang von Allem, Der quadrophone Mensch, Differenzierung und ICH-IDEALISIERUNG, Unterschiede durch Nanotechnologie, Markenwert-Berechnung, Anleitung zur Power Brand, 10 Erfolgsgrundsatze der Namensgebung, Prestige-Pricing, Erfolgreiche Mergers &Acquisitions, Free-Cashflow-Methode, Integrierte Kommunikationsstrategien, Sonderwerbeformen, Effiziente Mediastrategien, Markenfuhrung im Internet, Global Advertising, Werbeerfolgsprognose und -kontrolle und vieles mehr. Dazwischen gibt es kurze Weitblicke in die Welt von morgen und ubermorgen. Was will das Buch? Unternehmen helfen, ihr Marken-Management zu optimieren und folglich Marken- und Unternehmenswert zu maximieren. Zum Autor: Dr. Volker Halstenberg, Jahrgang 1958, interdisziplinares Studium mit den Schwerpunkten Marketing, Systemtheorie, Psychoanalyse, Psychosomatische Medizin und Kunstgeschichte in Bonn, Hamburg und Koln, 22 Jahre Berufserfahrung (Industrie, Unternehmensberatung, Werbeagentur), u. a. als Marketingleiter und GF. Lebt in Koln.

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Product Details
  • ISBN-13: 9783832507251
  • Publisher: Logos Verlag Berlin
  • Publisher Imprint: Logos Verlag Berlin
  • Height: 296 mm
  • No of Pages: 228
  • Series Title: German
  • Weight: 110 gr
  • ISBN-10: 3832507256
  • Publisher Date: 20 Jan 2005
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 0 mm
  • Width: 210 mm

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