Kommunikation und Markenimage
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Imported Edition - Ships in 18-21 Days
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Diese Diplomarbeit befasst sich mit der Frage, wie sich diese Kommunikation auf das Markenimage von VE auswirkt, einem Unternehmen, das mit Konkurrenz und der Notwendigkeit, sich auf dem Markt abzuheben, konfrontiert ist. Die Studie zielt darauf ab, die Wirksamkeit der externen Kommunikation von VE zu bewerten, wobei eine gemischte Methode angewandt wird, die qualitative und quantitative Ans�tze kombiniert. Die Ergebnisse zeigen, dass es VE gelungen ist, sich durch eine Kommunikationsstrategie zu differenzieren, die sich auf den Menschen und das lokale Engagement konzentriert. Indem das Unternehmen seine Initiativen mit den Kunden ko-konstruierte und auf ihre t�glichen Anliegen einging, st�rkte es seine Glaubw�rdigkeit. Die Kunden sch�tzen insbesondere die Umweltinitiativen von VE, die zu einer positiven Wahrnehmung der Marke beitragen. Die Qualit�t der Dienstleistungen, die Reaktionsf�higkeit und die Anpassung an die spezifischen Bed�rfnisse der Kunden sind Schl�sselelemente f�r dieses positive Image. Die Evaluierung der von VE eingesetzten Kommunikationsinstrumente hat deren Wirksamkeit bewiesen, wobei relevante Indikatoren die Wirkung der durchgef�hrten Ma nahmen messen.
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