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Co-Branding als markenpolitische Strategie

Co-Branding als markenpolitische Strategie

          
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About the Book

Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1, Hochschule München (FB BW), Sprache: Deutsch, Abstract: Die Idee zu dieser Arbeit entstand rein zufällig, als mir ein TV-Spot von Ritter Sport auffiel, der ein gemeinsames Produkt mit Nestlé Smarties bewarb. Da ich bereits in einem Praktikum intensiv in das Thema Sponsoring involviert war, also schon etwas Ahnung von der marketingspezifischen Zusammenarbeit von Unternehmen hatte und großes Interesse dafür entwickelte, lag der Gedanke nicht fern, meine Diplomarbeit über ein Thema in dieser Richtung zu schreiben. Sensibilisiert für das Thema Co-Branding ist es nicht schwer, in Werbespots oder Printanzeigen Beispiele zu finden und es fällt auf, wie viel Kooperationsarbeit aktuell in deutschen Unternehmen geleistet wird. Diesen Strategien wollte ich auf den Grund gehen, indem ich so viele Informationen wie möglich von den Firmen direkt einholte. Dazu entwickelte ich einen Fragebogen und schickte ihn an sämtliche Unternehmen, von denen mir bekannt war, dass sie aktuell Co-Branding-Projekte durchführen oder bereits Erfahrungen damit gesammelt hatten. Die hohe Rücklaufquote und die überdurchschnittlich hilfsbereite Reaktion einiger Unternehmen haben in sehr hohem Maße dazu beigetragen, dass diese Arbeit mit Kommentaren und vielen Beispielen aus der Praxis gefüllt werden konnte.


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Product Details
  • ISBN-13: 9783656609889
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Width: 148 mm
  • ISBN-10: 3656609888
  • Publisher Date: 07 Mar 2014
  • Height: 210 mm
  • No of Pages: 96
  • Series Title: German
  • Weight: 136 gr


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