Corporate Identity Und Corporate Image Der Coca Cola Company
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Corporate Identity Und Corporate Image Der Coca Cola Company
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Author : Christian Schmidt
language : de
Publisher: GRIN Verlag
Release Date : 2014-03-14
Corporate Identity Und Corporate Image Der Coca Cola Company written by Christian Schmidt and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-14 with Business & Economics categories.
Studienarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, International School Of Management, Standort Frankfurt, Veranstaltung: Communications & Marketing: Corporate Identity und Corporate Image, Sprache: Deutsch, Abstract: Eine individuelle und einzigartige Persönlichkeit, die sogenannte Corporate Identity, ist in der heutigen Zeit von zentraler Bedeutung für ein Unternehmen. Sie hilft dabei, sich von der Masse an Wettbewerbern abzugrenzen und bietet den wesentlichen Bezugs-gruppen, wie Kunden oder Mitarbeitern, eine Orientierungshilfe. Die folgende Arbeit befasst sich im Detail mit der Thematik der Corporate Identity und des Corporate Image. Sie ist in drei Hauptteile gegliedert. Im ersten Kapitel soll die Bedeutung der Unternehmenspersönlichkeit in der Theorie erläutert werden. Dabei wird insbesondere der Prozess des Corporate Identity Managements, also die gezielte Steuerung und Entwicklung der Unternehmenspersönlichkeit detailliert behandelt. Im Anschluss daran wird anhand des Beispiels der The Coca-Cola Company analysiert wie das Corporate Identity Management in der Praxis abläuft. Dazu gehört eine ausführliche Analyse der Persönlichkeit des Unternehmens in allen, ihren Facetten. Ausgehend vom Leitbild, über die Kultur und die Instrumente des Corporate Identity Managements bis hin zum externen Fremdbild, sollen alle Aspekte betrachtet werden. Im letzten Teil dieser Arbeit wird ein Fazit gezogen und die Theorie mit der Praxis verglichen. Dabei soll verdeutlicht werden, inwiefern und insbesondere wie erfolgreich die The Coca-Cola Company die eigene Unternehmenspersönlichkeit steuert. Auch soll dabei auf Punkte hingewiesen werden, die noch Optimierungspotentiale bieten.
Die Corporate Identity Der Coca Cola Company
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Author : Alexander Baier
language : de
Publisher: GRIN Verlag
Release Date : 2016-05-10
Die Corporate Identity Der Coca Cola Company written by Alexander Baier and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-10 with Business & Economics categories.
Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Hochschule Fresenius München, Sprache: Deutsch, Abstract: Die folgende Arbeit beschäftigt sich mit der Thematik der Corporate Identity. Dabei werden zunächst im 2. Kapitel die theoretischen Grundlagen dargestellt, indem man der Frage auf den Grund geht, was Corporate Identity überhaupt ist und aus welchen unterschiedlichen Bestandteilen es sich zusammensetzt. Das anschließende 3. Kapitel widmet sich der Fragestellung, welche Ziele die Corporate Identity verfolgt. Im 4. Kapitel wird das theoretische Wissen in die Praxis umgesetzt und es erfolgt eine Analyse des Unternehmens Coca-Cola Company hinsichtlich ihrer Corporate Identity Bemühungen. Das fünfte und letzte Kapitel dient zur Ziehung eines persönlichen Fazits über die Corporate Identity bei der Coca-Cola Company. Die heutige Zeit ist gekennzeichnet durch Schnelllebigkeit, Komplexität und wachsende Anforderungen. Diese Attribute betreffen auch die Wirtschaftswelt, weswegen die Unternehmen beinahe täglich mit neuen Herausforderungen konfrontiert werden. Die wohl größte Herausforderung der letzten Jahre war der Wandel vom Verkäufer- zum Käufermarkt, der die Wirtschaftswelt auf den Kopf gestellt hat. Gründe hierfür sind die homogenen Produktionstechniken, der verschärfte Preiskampf, die geringe Möglichkeit der Differenzierung aufgrund größerer Vielfalt an Varianten und die Sättigung der Märkte. Die Unternehmen mussten neue Wege gehen, um sich erfolgreich von den Wettbewerbern zu differenzieren. Ein Ansatz, der immer mehr in den Fokus geriet, war die Corporate Identity. Denn es gibt keinen besseren Weg sich von der Konkurrenz zu differenzieren, als über die eigene Identität. Jedoch, wie Sören Kierkegaard schon erkannt hat, ist dies oftmals gar nicht so einfach. Der Ansatz der Corporate Identity soll dabei eine Hilfestellung geben, um zu seiner persönlichen Unternehmensidentität zu finden und sich so vom Wettbewerb erfolgreich abzugrenzen.
Corporate Identity Und Corporate Image Bedeutung Und Analyse Anhand Des Unternehmens The Coca Cola Company
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Author : Sarah Schmidt
language : de
Publisher:
Release Date : 2017-03-06
Corporate Identity Und Corporate Image Bedeutung Und Analyse Anhand Des Unternehmens The Coca Cola Company written by Sarah Schmidt and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-03-06 with categories.
Projektarbeit aus dem Jahr 2016 im Fachbereich BWL - Unternehmensfuhrung, Management, Organisation, Note: 1,0, Sprache: Deutsch, Abstract: In der Arbeit sollen die Begriffe Corporate Identity und Corporate Image erlautert und in einen klaren Zusammenhang miteinander gebracht werden. Zur Veranschaulichung wird deren Einsatz anschlieend anhand des Unternehmens The Coca-Cola Company in der Praxis analysiert und bewertet. Corporate Identity und Corporate Image sind zwei zusammenspielende Konzepte, die im Zuge des Corporate Brand Managements behandelt werden. Genauer zugeordnet werden konnen beide dabei der identitatsorientierten Denkschule nach Esch/Tomczak/Kernstock (2014), die neben der verhaltensorientierten und der strategieorientierten Denkschule zu verorten ist.
The Image Of A Company
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Author : Ben Bos
language : en
Publisher: Phaidon Press
Release Date : 1994-01-01
The Image Of A Company written by Ben Bos and has been published by Phaidon Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994-01-01 with Design categories.
A presentation of a series of international case studies illustrating the importance of corporate identity (how companies present themselves to the outside world) which is recognised as an important management issue. In parallel with a number of international case studies, for example, Esprit, IBM, Braun, Adidas and Coca Cola, there is a manual, by Ben Bos of Total Design detailing how to achieve a distinctive corporate identity.
Die Corporate Identity Des Unternehmens Konzept Und Ausgew Hlte Beispiele
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Author : Daniel Hartling
language : de
Publisher: GRIN Verlag
Release Date : 2012-03-02
Die Corporate Identity Des Unternehmens Konzept Und Ausgew Hlte Beispiele written by Daniel Hartling and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-02 with Business & Economics categories.
Studienarbeit aus dem Jahr 2004 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 2, Fachhochschule Erfurt, Sprache: Deutsch, Abstract: In dieser Arbeit wird das Konzept der Corporate Identity erklärt. Vom geschichtlichen Hintergrund über Struktur bis hin zur Reflexion. Im Anhang befinden sich noch 3 Beispiele(Salomon, Coca Cola, BMW). Siehe Inhalt und Einleitung!
The Company Image
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Author : Elinor Selame
language : en
Publisher:
Release Date : 1988-09-23
The Company Image written by Elinor Selame and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1988-09-23 with Business & Economics categories.
With so many similar or seemingly identical corporations, products and services vying for attention, why is it that some prosper while others fail? This question and many related questions and issues are clearly examined in this book, which shows why a positive, attention-getting corporate image is one of the most important marketing tools for any company. Using several case studies to illustrate key points, it explains what a corporate identity is, why it is important, and how to determine if a company needs a new or revised one. Also discusses how to choose a corporate symbol that sends out the right message, with several annotated illustrations of corporate seals and logos, and examines the responsibilities and alternatives in communicating a new corporate image. Other topics cover packaging and creating brand image as strategic marketing tools; how architectural design can be a powerful statement of company image; using advertising to project a positive corporate image; and issues related to marketing and corporate image-making in the international arena.
Positioning The Brand
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Author : Rik Riezebos
language : en
Publisher: Routledge
Release Date : 2012-03-15
Positioning The Brand written by Rik Riezebos and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-15 with Business & Economics categories.
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
How Important Is A Favourable Corporate Image Prior To A Crisis
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Author : Viviane Glanz
language : en
Publisher: GRIN Verlag
Release Date : 2006-09-03
How Important Is A Favourable Corporate Image Prior To A Crisis written by Viviane Glanz and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-03 with Business & Economics categories.
Bachelor Thesis from the year 2006 in the subject Business economics - General, grade: 2,1, University of Lincoln, language: English, abstract: The purpose of this dissertation is to find out whether a favourable corporate image is important prior to a PR-crisis. This question is also being applied to Merck & Co. Inc., a pharmaceutical company in the U.S. which is currently having its VIOXX-crisis, while researching if their favourable corporate image is helping them to overcome the crisis faster. Furthermore an employee of Merck KGaA in Germany was interviewed, with the intention to find out whether the company has been influenced by the VIOXX-crisis since they are related through their names. The methodology is a critical review of the literature, in addition to the description of how to put together, employ and analyse an interview and a questionnaire, which was distributed to 180 students in England and Germany. The findings are comprised of the comparison of the results of the questionnaires and the answers of the interview with the literature. The favourable corporate image proves to be important prior to a crisis and a good relationship with the media should be built by the organisations in order to diminish the risk of moral panic. Referring to Merck & Co., Inc., their favourable corporate image and good relationship with the media give them a strong potential to overcome the crisis. The method had a limitation: the sample of the questionnaire are English and German students only and therefore do not represent the whole English and German population. The favourable corporate image and a good media management policy are valuable assets of a company, especially nowadays when bad news can be communicated rapidly by modern media tools, like the Internet.
Brand Development Of Coca Cola Company Uk
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Author : Daniela Lopez
language : en
Publisher: GRIN Verlag
Release Date : 2012-02-07
Brand Development Of Coca Cola Company Uk written by Daniela Lopez and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02-07 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: ‘Uva’ is the name given to the Coca-Cola Company’s latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for ‘grape’ (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of ‘thirst’ (Franzen and Moriarty, 2009:202), ‘Uva’ will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult’s soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on ‘mums-to-be’ as seen on the Shloer website (Shloer, 2011).[...]
Brand Development Of Coca Cola Company
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Author : Daniela Lopez
language : en
Publisher: GRIN Verlag
Release Date : 2012-02
Brand Development Of Coca Cola Company written by Daniela Lopez and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-02 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 72% (First), University of Westminster, course: BA (Hons) Marketing Communications - Brand Management, language: English, abstract: 'Uva' is the name given to the Coca-Cola Company's latest venture within the carbonates market; targeting consumers from late forties upwards, the chilled sparkling juice drink is addressing a gap in the market as seen in Figure 1.0 (Fig. 1.0 is available in the download version). Using no additives or sweeteners, the product is to be perceived as a healthy, sparkling beverage. The Latin name for 'grape' (McKeown, 2010:386) was chosen as the brand name for this product as it has connotations of simplicity and elegance. Satisfying the need state of 'thirst' (Franzen and Moriarty, 2009:202), 'Uva' will differentiate itself from competitors by targeting older consumers. The main competitor within the premium adult's soft drink market is Shloer, with a 29% market share of premium soft drinks (Mintel, 2010). However, Shloer actively targets a consumers within the age range of 16 to 34 years, with emphasis on 'mums-to-be' as seen on the Shloer website (Shloer, 2011). ...]