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Markenbildung im Verlagswesen. Die "Edition Suhrkamp" by Muth, Jenny

Markenbildung im Verlagswesen. Die "Edition Suhrkamp"

by Jenny Muth
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Book cover type: Paperback
  • ISBN13: 9783656681755
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 20
  • Original Price: USD 22.5
  • Language: German
  • Edition: N/A
  • Item Weight: 41 grams
  • BISAC Subject(s): Library & Information Science / General

Studienarbeit aus dem Jahr 2014 im Fachbereich Buchwissenschaft, Note: 1,3, Johannes Gutenberg-Universität Mainz, Veranstaltung: Verlagstypen, Sprache: Deutsch, Abstract: Wenn man mit einem Namen, Produkt oder Design sofort Verbindungen zur Beschaffenheit und Qualität eines Produkts oder einer Dienstleistung ziehen kann, spricht man von einer Marke. Marken können Verbraucher in ihrem Konsumverhalten ma geblich beeinflussen und die Entwicklung einer Branche in bestimmte Richtungen leiten. Betrachtet man nun Buchverlage in Bezug auf ihren Vertrieb scheint es auf den ersten Blick so auszusehen, als habe sich bisher im Gegensatz zu anderen Branchen kaum ein Markencharakter entwickelt. Wenn überhaupt wird vielleicht der eine oder andere Autor wiedererkannt, aber mit Verlagsnamen kann der gewöhnliche Verbraucher selten etwas in Verbindung bringen. Warum die Buchbranche mit der Bildung von Schwierigkeiten hat und welche Möglichkeiten sich bieten diesen entgegen zu wirken, soll im Folgenden am Beispiel der "Edition Suhrkamp" genauer untersucht werden. Dazu wird zunächst bestimmt, was eine Marke ausmacht, und welche Eigenschaften ein Produkt mit sich bringen muss, um als solche erkannt zu werden. Nach einer Analyse der Schwierigkeiten und Handlungsmöglichkeiten, die sich daraus für die Verlagswelt ergeben, soll schlie lich an Hand der "Edition Suhrkamp" untersucht werden, inwiefern die Etablierung einer Marke im Buchhandel möglich ist.

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