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Die Kultmarke: Das Einzigartige Momentum in Der Markenentwicklung by Wolfram Von Rhein

Die Kultmarke: Das Einzigartige Momentum in Der Markenentwicklung

by Wolfram Von Rhein
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Book cover type: Paperback
  • ISBN13: 9783658233044
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Springer Gabler
  • Publisher Imprint: Springer Gabler
  • Publication Date:
  • Pages: 187
  • Original Price: USD 44.99
  • Language: German
  • Edition: 1. Aufl. 2019
  • Item Weight: 345 grams
  • BISAC Subject(s): Marketing / General

Dieses Buch erkl�rt, was eine Kultmarke ist und welche Merkmale sie auszeichnen. Der Autor grenzt sie dabei kritisch von dem typischen Kultverst�ndnis und Hype ab. Anhand von zahlreichen inspirierenden Beispielen, die auf die neun vom Autor ausgew�hlten relevanten Kundenmerkmale einzahlen, zeigt das Buch auf, was die Markenf�hrung tun kann, damit sich Kunden f�r die Produkte ihres Unternehmens begeistern und sogar zu Markenfans werden, wie sie dabei auch den Zufall und das Gl�ck einer Kultmarkenentstehung verarbeiten kann, um mit identit�tsf�rdernden, erlebnisorientierten Ma nahmen die Marke weiterzuentwickeln. Der Autor stellt erg�nzende n�tzliche Methodentools zusammen, mit denen sich Kultmarkeneigenschaften erarbeiten lassen.

Prof. Dr. Wolfram von Rhein, lehrte Marketing mit Schwerpunkt Kommunikation, Eventmanagement und Rhetorik an der OTH Amberg-Weiden in der Oberpfalz und anderen Hochschulen. Nach seiner Pensionierung ist er weiterhin als Lehrbeauftragter, Buchautor und Marketingberater tätig. Für die Hochschule hat er u.a. einen Partner-Circle aufgebaut, das Wirtschaftsforum der Hochschule für die interessierte Öffentlichkeit ins Leben gerufen und zahlreiche Großevents, wie das traditionelle Cannes-Lions-Festival in Weiden, veranstaltet. Zu seinem praxisorientierten Unterricht zählten u.a. mehrtägige Exkursionen mit Studentengruppen zu über 50 große Markenunternehmen in ganz Deutschland. Vor seiner Hochschul-Laufbahn baute er als Assistent des Vorstandsvorsitzenden in einem pharmazeutischen Großhandel die Marketingabteilung neu auf und verließ als Geschäftsführer Kommunikation nach 12 Jahren die Branche. Bei einem Allspartenversicherungsunternehmen arbeitete er in der Folge als Abteilungsleiter Marketing. Der gebürtige Münchner studierte BWL an der LMU in München und promovierte als Assistent am dortigen Institut für Bankbetriebswirtschaftslehre.Mit einem Geleitwort von Andreas Pogoda (Brandmeyer Markenberatung).
Ein besonderer Dank gilt den elf Markenexperten, die bei einer qualitativen schriftlichen bzw. mündlichen Befragung für dieses Buch in 2015 mitgewirkt haben: Michael von Bach (Agentur Thjnk), Ingmar Bartels (Agentur Nordpol), Florian Haller (Agentur Serviceplan), Prof. Dr. Kai-Uwe Hellmann (IKM, Institut für Konsum- und Markenforschung), Dr. Hasso Kaempfe (Markenberater und Ex-CEO Jägermeister), Hartwig Keuntje (Agentur Philipp und Keuntje), Prof. Dr. Karsten Kilian (Hochschule Würzburg-Schweinfurt, Markenlexikon.com), Karl-Georg Musiol (Markendienst), Markus Oelsner (Agentur Jung von Matt), Prof. Dr. Holger Schmidt (Hochschule Koblenz), Georg Schneider (CEO Schneider Weiße).

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