Darstellung Einer Kultmarke
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Darstellung Einer Kultmarke
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Author : Jörg Blohm
language : de
Publisher: GRIN Verlag
Release Date : 2008-08-26
Darstellung Einer Kultmarke written by Jörg Blohm and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-08-26 with Business & Economics categories.
Studienarbeit aus dem Jahr 2008 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,0, Universität Lüneburg (Betriebswirtschaftslehre (Marketing)), Veranstaltung: Strategische Markenführung und kommunikative Markenpolitik im Marketing-Mix, Sprache: Deutsch, Abstract: Diese Arbeit ist wie folgt eingeteilt: Zunächst werden zentrale Begriffe bezüglich des Kultes definiert und abgegrenzt, um ein besseres Verständnis für die Thematik zu erlangen. Anschließend wird erarbeitet, was eine Kultmarke ausmacht, wie sie definiert wird und welche Abgrenzungen zu einer konventionellen Marke vorliegen. Darauf aufbauend wird geprüft, ob es sich bei dem Produkt Red Bull Energy-Drink um eine Kultmarke handelt. Im Anschluss daran werden alle wichtigen Aspekte einer Markenführung,insbesondere die Markenidentität im Zusammenspiel mit dem Markenimage und der Markenpositionierung,erläutert. Außerdem wird behandelt, welchen Einfluss sie auf die Marketing-Strategie besitzen. Anhand des Beispiels Red Bull wird dann ein Marketing-Mix einer Kultmarke eingehend und intensiv thematisiert.
Die Kultmarke
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Author : Wolfram von Rhein
language : de
Publisher: Springer-Verlag
Release Date : 2018-11-06
Die Kultmarke written by Wolfram von Rhein and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-11-06 with Business & Economics categories.
Wie Kunden zu Fans werden und eine Marke zum Kultstatus erheben Was gibt es erstrebenswerteres im Marketing, als von den Markenfans zur Kultmarke gekrönt zu werden. Zufall oder professionelle Markenführung? Vor allem Leidenschaft und maximale Sensibilität für den Markt und die ausgewählte Zielgruppe. Ein herausragend marktorientiertes Unternehmen kann viel dafür tun, dass sich die Kunden für seine Produkte begeistern und zu Markenfans werden. Dieses Buch untersucht, was Fans bewegt, welche Voraussetzungen eine Kultmarke erfüllen muss und welche Merkmale bekannte Kultmarken auszeichnen. Mithilfe konkreter Beispiele bekannter Marken zeigt Wolfram von Rhein, welche Kampagnen und Maßnahmen dazu führen können, dass sich Produkte als Kultmarken etablieren können. Aus diesen Beispielen entwickelt er instrumentelle Handlungsparameter und -tools, mit denen Unternehmen die eigene Markenentwicklung vorantreiben können. Die neun Treiber einer Kultmarke Den größten Anteil dieses Buches nehmen die maßgeblichen Attribute einer Kultmarke ein, insgesamt neun exzeptionelle Treiber, um diesen Markentyp von der etablierten Marke bzw. Megamarke zu differenzieren. Ein Eigenschaftsprofil der Kultmarke rundet die Ausführungen ab. Es ordnet die charakteristischen, einzigartigen und begeisternden Merkmale der Kultmarke hierarchisch, die in ihrer Summe dafür verantwortlich sind, dass Kunden zu den unentbehrlichen aktiven Fans der Kultmarke werden. Aus vielen herausragenden Markenbeispielen werden geeignete, wirkungsvolle, strategische und instrumentelle Handlungsparameter für die Markenführung methodisch abgeleitet, um den Nährboden für eine Kultmarke zu schaffen bzw. einen bestehenden Kultstatus zu behaupten. Mit einem Kultmarken-Canvas-Modell lassen sich die relevanten Kultmarkentreiber ganzheitlich und konsistent weiterentwickeln. Die Kultmarke findet ihren Platz in der Markentypologie Wolfram von Rhein aktualisiert und vertieft mit Hilfe empirischer Befragungen, Experteninterviews und aktueller Literatur die bisherige Diskussion über die Kultmarke, eine der schillerndsten, aber auch strittigsten Marketingbegriffe. Der Autor differenziert die Kultmarke deutlich von inflatorischen Kultbegriffen oder gar „Hype-Marken“. Bisher wurde die Kultmarke als Begriff und Definition nicht in der Markenwelt verankert, obwohl sie als die erstrebenswerte und aufmerksamkeitsstärkste Differenzierungschance gilt. In diesem Buch wird der Kultmarke aus den Erkenntnissen der Markenentwicklung ein eindeutiger Platz in der Markentypologie zugeordnet. Der Autor betont die besondere Bedeutung des Momentums für einen nicht dauerhaften Kultstatus. Er verankert deshalb auch die Kultmarke in der Markenbegriffswelt als dynamische Zwischenstufe auf dem konsequenten Weg zu einer Megamarke. Ein Unternehmen kann also viel dafür tun, dass sich die Kunden für sein Produkt begeistern und zu Markenfans werden. Eines bleibt allerdings unveränderbar: die Jury, die entscheidet, ob der Kultstatus erreicht wird, sitzt immer im externen Kreis der Kunden.
Steve Jobs
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Author : Walter Isaacson
language : en
Publisher: Simon and Schuster
Release Date : 2011
Steve Jobs written by Walter Isaacson and has been published by Simon and Schuster this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Biography & Autobiography categories.
Based on more than 40 interviews with Jobs conducted over two years--as well as interviews with more than 100 family members, friends, adversaries, competitors, and colleagues--Isaacson has written a riveting story of the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing.
Eventmarketing
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Author : Peter Bremshey
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-13
Eventmarketing written by Peter Bremshey and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-13 with Business & Economics categories.
Märkte werden immer enger, Produkte vielfältiger und gleichzeitig austauschbar. Mit kaum einem anderen Marketinginstrument erreichen Unternehmen ihre Kunden so direkt wie mit Events. Mit Interviews und Praxisberichten von Experten sowie Projektbeispielen.
Online Kommunikation
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Author : Thomas Kilian
language : de
Publisher: Springer-Verlag
Release Date : 2010-08-09
Online Kommunikation written by Thomas Kilian and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-08-09 with Business & Economics categories.
Seien es Suchmaschinen, soziale Netzwerke oder Blogs - Unternehmen von heute müssen sich neuen kommunikativen Herausforderungen stellen. Die Autoren, erfahrene Experten für Internet-Marketing, präsentieren in diesem Buch die Grundlagen der Online-Kommunikation sowie die gängigsten Instrumente und Beeinflussungstechniken: von der klassischen Webseitengestaltung bis zu jüngsten Trends im Bereich der Social-Media-Kommunikation.
We Are Knitters
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Author : Alberto Bravo
language : en
Publisher: Abrams
Release Date : 2019-11-05
We Are Knitters written by Alberto Bravo and has been published by Abrams this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-05 with Crafts & Hobbies categories.
Fashionable patterns, fabulous photos from around the world, and DIY inspiration for beginning knitters and beyond. We Are Knitters has created a worldwide community more than a million strong—and now they have compiled a book that provides not only patterns for hats, sweaters, blankets, tank tops, and more, but gorgeous photography from a variety of locations, including New York, Paris, Marrakech, Cartagena, and beyond, and plenty of sophisticated, stylish inspiration. The book is welcoming to beginners, with a section on basics and lots of encouragement. For needlecrafters at all levels and those who care about sustainable slow fashion, We Are Knitters is an ideal companion.
Mercedes
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Author : Rainer W. Schlegelmilch
language : en
Publisher: H.F.Ullmann Publishing Gmbh
Release Date : 2010
Mercedes written by Rainer W. Schlegelmilch and has been published by H.F.Ullmann Publishing Gmbh this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Mercedes automobiles categories.
In the galaxy of automobiles makers, the star in Stuttgart shines brightly. Arising from the accumulation of technology, design, and sports, a firm was created in 1886 whose economic force has made it a player of international significance. The concise and compelling texts shed light on manifold aspects of Mercedes history, from engineering to the economic political power exerted by this world-wide concern. Throughout the book, naturally, one thing stands out; the vehicle itself. Rainer Schlegelmilch's photographs veritably pay homage to the embodiment of the German dream car. The revised edition presents the long series of models in chronological order, from Daimler motor carriages of 1886 to the new SLS of 2010, and explains contexts and Developments like Blue Efficiency or Distronic Plus. 500 illustrations
Warhol
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Author : Blake Gopnik
language : en
Publisher: HarperCollins
Release Date : 2020-04-28
Warhol written by Blake Gopnik and has been published by HarperCollins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-28 with Biography & Autobiography categories.
The definitive biography of a fascinating and paradoxical figure, one of the most influential artists of his—or any—age To this day, mention the name “Andy Warhol” to almost anyone and you’ll hear about his famous images of soup cans and Marilyn Monroe. But though Pop Art became synonymous with Warhol’s name and dominated the public’s image of him, his life and work are infinitely more complex and multi-faceted than that. In Warhol, esteemed art critic Blake Gopnik takes on Andy Warhol in all his depth and dimensions. “The meanings of his art depend on the way he lived and who he was,” as Gopnik writes. “That’s why the details of his biography matter more than for almost any cultural figure,” from his working-class Pittsburgh upbringing as the child of immigrants to his early career in commercial art to his total immersion in the “performance” of being an artist, accompanied by global fame and stardom—and his attempted assassination. The extent and range of Warhol’s success, and his deliberate attempts to thwart his biographers, means that it hasn’t been easy to put together an accurate or complete image of him. But in this biography, unprecedented in its scope and detail as well as in its access to Warhol’s archives, Gopnik brings to life a figure who continues to fascinate because of his contradictions—he was known as sweet and caring to his loved ones but also a coldhearted manipulator; a deep-thinking avant-gardist but also a true lover of schlock and kitsch; a faithful churchgoer but also an eager sinner, skeptic, and cynic. Wide-ranging and immersive, Warhol gives us the most robust and intricate picture to date of a man and an artist who consistently defied easy categorization and whose life and work continue to profoundly affect our culture and society today.
Little Book Of Gucci
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Author : Karen Homer
language : en
Publisher: Welbeck Publishing
Release Date : 2020-10
Little Book Of Gucci written by Karen Homer and has been published by Welbeck Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10 with Biography & Autobiography categories.
One of the oldest Italian fashion brands in existence today, Gucci was founded in Florence in 1921. Guccio Gucci established his company with the goal of creating opulent luggage for Italy's wealthy and fashionable upper-classes. With the signature Gucci print of dark brown diamonds on a tan background, interlocking G logo and red and green stripe, the brand has gone on to become the last word in Italian luxury. Gucci's signature items - the belt, the bag, the loafer - transcend fleeting fashion trends, and have remained central to the house's identity into the twenty-first century. Under the stewardship of Tom Ford, Gucci epitomized the louche and mischievous 1990s aesthetic. Today, under Alessandro Michele, the brand's combination of romance and toughness is in hot demand. The Little Book of Guccitells the story of this historic yet flourishing house, and the visionary looks that have cemented its place in fashion history.
Becoming Steve Jobs
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Author : Brent Schlender
language : en
Publisher: Crown Currency
Release Date : 2015-03-24
Becoming Steve Jobs written by Brent Schlender and has been published by Crown Currency this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-03-24 with Biography & Autobiography categories.
The #1 New York Times bestselling biography of how Steve Jobs became the most visionary CEO in history. Becoming Steve Jobs breaks down the conventional, one-dimensional view of Steve Jobs that he was half-genius, half-jerk from youth, an irascible and selfish leader who slighted friends and family alike. Becoming Steve Jobs answers the central question about the life and career of the Apple cofounder and CEO: How did a young man so reckless and arrogant that he was exiled from the company he founded become the most effective visionary business leader of our time, ultimately transforming the daily life of billions of people? Drawing on incredible and sometimes exclusive access, Schlender and Tetzeli tell a different story of a real human being who wrestled with his failings and learned to maximize his strengths over time. Their rich, compelling narrative is filled with stories never told before from the people who knew Jobs best, including his family, former inner circle executives, and top people at Apple, Pixar and Disney, most notably Tim Cook, Jony Ive, Eddy Cue, Ed Catmull, John Lasseter, Robert Iger and many others. In addition, Schlender knew Jobs personally for 25 years and draws upon his many interviews with him, on and off the record, in writing the book. He and Tetzeli humanize the man and explain, rather than simply describe, his behavior. Along the way, the book provides rich context about the technology revolution we've all lived through, and the ways in which Jobs changed our world. A rich and revealing account, Becoming Steve Jobs shows us how one of the most colorful and compelling figures of our times was able to combine his unchanging, relentless passion with an evolution in management style to create one of the most valuable and beloved companies on the planet.