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Naming: Leitfaden zur erfolgreichen Entwicklung von Markennamen by Deissner, Stephanie

Naming: Leitfaden zur erfolgreichen Entwicklung von Markennamen

by Stephanie Deissner
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Book cover type: Paperback
  • ISBN13: 9783959346207
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 76
  • Original Price: GBP 39.99
  • Language: German
  • Edition: N/A
  • Item Weight: 100 grams
  • BISAC Subject(s): Interior Design / General

Über 25 Millionen Markennamen sind weltweit registriert. Allein in einem einzigen gro en, deutschen Kaufhaus buhlen über 60.000 verschiedene Markennamen um die Aufmerksamkeit der Konsumenten. Eine enorme Summe, insbesondere im Hinblick darauf, dass der aktive Wortschatz eines Menschen meist nur 3.000 bis 6.000 Wörter umfasst. Ergo wird das Ziel jeden Markenartiklers - seinen Namen in den Wortschatz seiner Zielgruppe einzubringen - zu einer immer komplexeren Aufgabe. Diese Herausforderung, die Kreation eines erfolgreichen Markennamens, ist Kernpunkt dieses Buches. Die zentralen Fragestellungen lauten: Wann ist ein Markenname erfolgreich und wie kann er entwickelt werden? Ziel dieses Buches ist es, Unternehmen und verantwortlichen Gestaltern einen Leitfaden zu bieten, um einen erfolgreichen Markennamen zu entwickeln.

Stephanie Deissner wurde in Oldenburg (Niedersachsen) geboren. Nach dem Abitur studierte sie Kommunikationsdesign an der HAW Hamburg und Design an der Köln International School of Design und Polytechnic University Hong Kong. Noch während ihres Studiums begann Deissner sich mit den Themen Sprachphilosophie, Linguistik, Semiotik, Prototypensemantik und interkulturelle Kommunikation zu beschäftigen. Sie organisierte Symposien und veröffentlichte eine Arbeit zum Thema Naming im Diplomica Verlag (Hamburg) und beim Onlineverlag GRIN. Ihr linguistisches Hauptinteresse gilt vor allem der intersubjektiven Kommunikation sowie der Kommunikation über Wort und Bild. Geistes- und sozialwissenschaftlich ist ihre Arbeit insbesondere von Ansätzen der Psychologie und Werbepsychologie beeinflusst. Heute arbeitet die Autorin als Managerin für Marketing und Strategie für eine Unternehmensberatung in Hamburg.

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