Erfolgsfaktor Markenname: Wie Unternehmen Gute Markennamen Entwickeln, Etablieren Und Schützen
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Marken schaffen Werte. Je besser der Name, umso erfolgreicher ist die Abgrenzung zum Wettbewerb, umso schneller die Markteinf�hrung und umso geringer der juristische Aufwand bei Eintragung und Verteidigung. Gute Marken basieren auf guten Namen, die unverwechselbar einpr�gsam sind, die gew�nschten Assoziationen wecken und im Bewusstsein der Konsumenten haften bleiben. Dieses einzigartige Buch behandelt alle Schritte der Entwicklung von Markennamen - es beginnt mit der Produktidee und endet mit der Recherche und der Markenverwaltung. Unterhaltsam und fundiert vermittelt der Autor alles, was man wissen muss, um gute Markennamen zu kreieren und dadurch Wettbewerbsvorteile zu sichern.
Dr. Volker Budgahl war Leiter Marken bei der Degussa AG in Hanau. Er ist Mitglied der ECTA - European Community Trademark Association und gefragter Referent bei Seminaren zum Thema Markenschutz. Bugdahl hat namhafte Unternehmen bei der Markennamenfindung beraten und betreut über 10.000 Marken von der Namensfindung über Recherche bis zur Anmeldung und Verwaltung.
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Rich Dad Poor Dad: What the Rich Teach Their Kids about Money That the Poor and Middle Class Do Not!
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