Macht der Marke - Charakteristika, Funktionen und Erfolgsfaktoren starker Marken aus Sicht der Unternehmen (German Edition) Book PDF, ePub eBook

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Book Descriptions:
Bachelorarbeit aus dem Jahr 2009 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Fachhochschule Bonn-Rhein-Sieg in Rheinbach, Sprache: Deutsch, Abstract: Das Ziel der vorliegenden Arbeit besteht darin, die „Macht der Marke“ zu erläutern und die Wege zum Aufbau einer starken Marke aufzuzeigen. Im Fokus steht hierbei die Sicht der Unternehmen. Daher wird neben den Vorteilen starker Marken für den Hersteller vor allem der Konsument in den Mittelpunkt der Betrachtung gerückt: Welche Funktionen müssen starke Marken erfüllen,um bei der Kaufentscheidung in Betracht gezogen zu werden, wie wirken Marken und welche psychologischen Beeinflussungen üben Sie auf den Konsumenten aus?

Abgerundet durch sechs Grundregeln der erfolgreichen Markenführung entsteht so ein Handbuch für Markenhersteller, das dabei hilft, die Bedürfnisse und Erwartungen der Zielgruppe sowie den Einfluss starker Marken auf die Kaufentscheidung zu verstehen und die eigene Marke entsprechend zu positionieren und in der Vorstellungswelt des Konsumenten zu verankern.

Macht der Marke - Charakteristika, Funktionen und Erfolgsfaktoren starker Marken aus Sicht der Unternehmen (German Edition) by Timo Hermanns

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