Die Entwicklung von Markennamen anhand von Beispielen

Name: Die Entwicklung von Markennamen anhand von Beispielen
Brand: Grin Verlag
SKU: 9783656939467
Price: 2140.0 INR
Availability: InStock

by Björn Banike

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ISBN13: 9783656939467
Binding: Paperback
Subject: N/A
Publisher: Grin Verlag
Publisher Imprint: Grin Verlag
Publication Date: April 14, 2015
Pages: 28
Original Price: USD 25.5
Language: German
Edition: N/A
Item Weight: 50 grams
BISAC Subject(s): Communication Studies

About The Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,5, Verwaltungs- und Wirtschafts-Akademie Göttingen, Sprache: Deutsch, Abstract: Marken. Tagtäglich sind wir von ihnen umgeben. Morgens zum Frühstück ein Toast mit Nutella. Danach noch schnell Zähneputzen mit Sensodyne, bevor es zur Arbeit geht. Mittags ein Sandwich mit Becel-Margarine und Gutfried-Geflügelwurst und dazu Volvic-Mineralwasser. Danach selbstverständlich noch ein Wrigleys Extra Kaugummi, um die Zähne vor schädlichen Säureangriffen zu schützen. Marken sind heute nicht mehr wegzudenken, ja wir haben Markennamen wie selbstverständlich in unser Leben integriert. Warum allerdings die Nuss-Nougat-Creme den Namen Nutella oder unser Waschmittel den Namen Persil trägt, ist uns eigentlich nicht bewusst. Doch gerade die Suche nach genau dem richtigen Markennamen ist für Unternehmen so wichtig. Denn nur der richtige Markenname führt zum Produktkauf und schlie lich zu einer langfristigen Kundenbindung. Vor diesem Hintergrund beschäftigt sich diese Arbeit mit der Entwicklung von Markennamen. Im zweiten Kapitel werden zunächst die Begriffe "Marke" und "Markenname" definiert. Anschlie end beschäftigt sich das dritte Kapitel mit den Funktionen von Marken. Es werden die Funktionen aus Käufersicht, aber auch aus Unternehmenssicht erläutert. Kapitel vier setzt sich mit der Herkunft von Markennamen auseinander. Hier wird auf Firmennamen, Individualnamen, Dachmarken, geographische Bezeichnungen und Namen von Persönlichkeiten näher eingegangen. Das fünfte Kapitel beinhaltet die Bedeutung von Markennamen hinsichtlich der Wahrnehmung und Erinnerungswirkung. Die Wichtigkeit von Gestaltung und Schutz von Markennamen erläutert das sechste Kapitel. Abschlie end werden in Kapitel sieben Beispiele für erfolgreiche Marken angeführt.

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