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Die Macht der Marke heute: Der moderne Markenbegriff by Teubert, Moritz

Die Macht der Marke heute: Der moderne Markenbegriff

by Moritz Teubert , Nils Sinzig
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Book cover type: Paperback
  • ISBN13: 9783656354895
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 56
  • Original Price: USD 39.5
  • Language: German
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Marketing / General

Studienarbeit aus dem Jahr 2010 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Westfälische Hochschule Gelsenkirchen, Bocholt, Recklinghausen, Sprache: Deutsch, Abstract: Im täglichen Leben spielt die so genannte Marke bzw. Marken im allgemeinen Sinne eine bedeutende Rolle - Marken sind allgegenwärtig. Jeder Mensch kommt bewusst oder unbewusst jeden Tag mit ihnen in Berührung. Es existieren zahlreiche Definitionen, Markenmodelle und eine Vielzahl von Fachbüchern zu diesem Thema. Auf Grund der zunehmenden Bedeutung von Marken in Hinsicht auf Kaufentscheidungen werden Marken und Markenstrategien für Unternehmen immer wichtiger. Heutzutage steigt in modernen Unternehmen der Aufwand im Bereich Marketing stetig an. Ein "Patentrezept" zur erfolgreichen Positionierung und Etablierung am Markt kann trotz aller Bemühungen dennoch nicht hervorgebracht werden. Die Frage nach Erfolg oder Misserfolg einer Marke hängt noch immer von einer Vielzahl ungewisser Faktoren ab. In der folgenden Ausarbeitung soll aufgezeigt werden, was sich hinter dem modernen Markenbegriff verbirgt und welche Indikatoren ausschlaggebend sein können, ob eine Marke "Top" oder "Flop" ist.

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