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Die Macht der Marke

Die Macht der Marke

          
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About the Book

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,3, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklingshausen, Sprache: Deutsch, Abstract: Marken sind ständiger Bestandteil unseres Lebens und ob man es möchte oder nicht, Marken sind gerade auch deswegen überall zu finden: Ob im Fernsehen, im Internet oder beim simplen Einkaufen im Supermarkt; es ist im Grunde ganz egal, wo man sich gerade befindet, die Marke ist unser ständiger Begleiter. Und das schon seit dem Kindesalter; denn nicht nur im höheren Alter bemerken und leben wir mit Marken, auch die Kleinsten wachsen mit dem Markenbegriff auf. In dieser Arbeit geht es nun darum, diesen treuen "Begleiter" genauer kennen zu lernen. Und um genau dieses Ziel zu erreichen, nämlich die Entwicklung und Geschichte zu verstehen und einen Einblick in die moderne Markenwelt zu erhalten sind mehrere Schritte nötig: Um einen ersten Eindruck über das Thema "Marke" zu erhalten und eine Grundlage zu bilden, ist es notwendig zu verstehen, was genau der Begriff Marke überhaupt bedeutet und was das Wesen der Marke ausmacht. Demzufolge betrachten wir die Entstehung des Markenbegriffs und definieren diesen anschließend. In einem zweiten Schritt geht es dann um die Funktion der Marke. Der Hintergrund ist dabei die Beantwortung der Frage, welche Bedeutung die Marke für den Konsumenten als auch für das jeweilige Unternehmen hat. Darauffolgend geht es um die Typologisierung unterschiedlicher Marken und um verschiedene Markenstrategien. Dabei werden zuerst verschiedene Typen von Marken aufgezeigt um dann auf deren jeweilige Strategien einzugehen. In enger Relation dazu steht die Markenpolitik und die Frage, welche Bedeutung eben diese Politik hat und wie sie sich im Laufe der letzten Jahre verändert hat. Darauffolgend wird der Wert der Marke betrachtet, mit Hauptaugenmerk darauf, welche Ansätze es zur Berechnung des Wertes einer Marke gibt. Zum Abs


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Product Details
  • ISBN-13: 9783656067474
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 140 mm
  • ISBN-10: 3656067473
  • Publisher Date: 31 Dec 2011
  • Height: 216 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 45 gr


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