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Steigerung von Markenbekanntheit mithilfe von Instagram am Beispiel von Daniel Wellington by Yilmaz, Melis

Steigerung von Markenbekanntheit mithilfe von Instagram am Beispiel von Daniel Wellington

by Melis Yilmaz
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Book cover type: Paperback
  • ISBN13: 9783346572707
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 32
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 55 grams
  • BISAC Subject(s): Marketing / General

Akademische Arbeit aus dem Jahr 2021 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: Instagram ist eine weltweit stark genutzte Social-Media-Plattform. Das könnte für Unternehmen von Vorteil sein, um ihre Produkte auf dem Markt zu präsentieren und für sie zu werben. Besonders wichtig ist es dabei, eine möglichst gro e Zielgruppe zu erreichen, damit die eigene Marke zunehmend bekannter wird und somit das Unternehmen seinen Umsatz steigern kann. In der heutigen Zeit sind derartige Marketingmethoden von gro er Bedeutung, da beispielsweise die klassischen TV-Werbespots kaum noch Aufmerksamkeit erzeugen. Durch den Einsatz von Influencern, die für die Marke werben, oder durch Interaktion mit den Kunden selbst auf sozialen Medien bekommt ein Unternehmen die Chance, die eigene Markenbekanntheit zu steigern. Das Ziel dieser Hausarbeit ist zu untersuchen, ob mithilfe von Instagram die Markenbekanntheit eines Unternehmens gesteigert werden kann. Dabei wird konkret auf die Uhrenmarke Daniel Wellington eingegangen. Im Kapitel 2 wird theoretisch auf die Steigerung der Markenbekanntheit eingegangen. Hierbei wird definiert, was Markenbekanntheit ist und anschlie end werden drei Instrumente vorgestellt, die die Markenbekanntheit eines Unternehmens steigern. Abschlie end zu diesem Kapitel werden Vorteile und Risiken von Markenbekanntheit dargestellt. Im Kapitel 3 wird praxisbezogen auf die Steigerung von Markenbekanntheit am Beispiel der Uhrenmarke Daniel Wellington eingegangen. Hierbei wird im ersten Schritt das Unternehmen Daniel Wellington AB vorgestellt und erläutert, wie es zu der Gründung kam. Anschlie end werden zwei ausgewählte Instrumente von Daniel Wellington genauer erläutert und Erkenntnisse darüber gewonnen, für welchen Weg sich das Unternehmen zur Steigerung seiner Markenbekanntheit entschieden hat. Abschlie end werden die Erfolgsfaktoren und die Entwicklung des Unternehmens im Laufe der Jahre dargestellt. Im Kapitel 4 werde

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