Das Konzept Der Markenpsychologie Bei Red Bull
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Das Konzept Der Markenpsychologie Bei Red Bull
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Author : Adam Liskar
language : de
Publisher: GRIN Verlag
Release Date : 2019-10-24
Das Konzept Der Markenpsychologie Bei Red Bull written by Adam Liskar and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-24 with Business & Economics categories.
Essay aus dem Jahr 2017 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 2.0, Macromedia Fachhochschule der Medien München, Sprache: Deutsch, Abstract: Heutzutage zählt Red Bull zu einer der wohl bekanntesten Getränkemarken weltweit. Trotz seines überdurchschnittlich hohen Produktpreises ist dieser mittlerweile ein ernsthafter Konkurrent der Getränkeriesen wie Coca-Cola und Pepsi geworden. Der Markenname wird bereits von vielen als Synonym für Energy-Drinks verwendet. Im alltäglichen Leben werden wir pausenlos mit den verschiedensten Marken konfrontiert. Auch wenn uns ihre starke Präsenz aufgrund der Gewohnheit vereinzelt bewusst wird, so sind sie doch allgegenwärtiger, als viele von uns annehmen. Für die meisten Unternehmen hat in den vergangenen Jahren das Verstehen von Kundenwünschen erheblich an Bedeutung gewonnen. Dabei wurde erkannt, dass sich Kaufentscheidungsprozesse aus einer Vielzahl von sichtbaren und nicht sichtbaren Vorgängen ergeben. Um diese Prozesse erklären und verstehen zu können, gibt es in der Konsumentenforschung etliche theoretische, empirisch belegte und praktisch angewendete Theorien und Modelle. Die Ausarbeitung geht daher auf die Bedeutung und Wirkung von Marken anhand von Red Bull ein und hebt die Beeinflussung der Kaufentscheidung durch theoretische Grundlagen der Markenpsychologie hervor. Die Markenpsychologie ist festgelegt als die Wissenschaft der bewussten (expliziten) und unterbewussten (impliziten) Vorgänge des Erlebens und Verhaltens eines Individuums. Gründe für den Erwerb eines Markenprodukts spielen sich im Hintergrund ab. Infolgedessen macht sich die Markenpsychologie zum Ziel, neue Erkenntnisse hinsichtlich der impliziten Prozesse der Konsumenten zu erlangen, um die Kaufentscheidung noch gezielter zu beeinflussen. Wie nahezu jedes Markenprodukt will auch Red Bull mit seinem Aussehen und Dasein bewusst Signale und Informationen seinen Verbrauchern übermitteln. Markensignale lösen an sogenannten Customer Touchpoints (Kundenkontaktpunkten) bestimmte Erlebnisse aus, mit denen sich Kunden identifizieren und gegebenenfalls auch positiv emotional betroffen fühlen.
Creating A Brand Culture And Brand Campaigning
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Author : Lioba Frings
language : en
Publisher: GRIN Verlag
Release Date : 2020-01-08
Creating A Brand Culture And Brand Campaigning written by Lioba Frings and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-01-08 with Business & Economics categories.
Essay from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1.3, Swansea University, course: Strategy, Marketing and Branding, language: English, abstract: “Brands occupy an increasingly prominent place in [...] the cultural landscape” (Schroeder et al, 2006). This is why brands need more than just their products to create a costumer base, to establish a superior position in their specific market and keep this position long-term. Red Bull does that in various ways. The brand is connected to a range of different events, sports and music. These serve as advertising and communication channels for Red Bull as well as expands the idea of their products from just drinks to part of a cultural habit. “Red Bull gives you wings” (Red Bull, 2016) is what has been used as the slogan since its energy drinks have been introduced to the market in 1987 (see Red Bull, 2016). The aspect of reaching one’s highest potential is the core motivation for making connections with the previous mentioned areas.
When A Brand Gets Wings Red Bull S Secret Of Marketing Success
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Author : Sabine Buchholz
language : en
Publisher: GRIN Verlag
Release Date : 2008-01-29
When A Brand Gets Wings Red Bull S Secret Of Marketing Success written by Sabine Buchholz and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-01-29 with Business & Economics categories.
Essay from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Southampton (University of Southampton - Centre for Language Study), course: Intermediate English for Business, language: English, abstract: The high energy drink Red Bull has been profitably sold since 1987. The company’s figures confirm its success around the world. Red Bull’s secret is an extraordinary marketing consisting mainly of the organisation of fun sport events to create a cool image and make teenagers loyal costumers. With this unique concept the enterprise will go on governing the growing energy drink branch.
Product And Price Analysis Of Red Bull In Central Europe
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Author : Julia Teigeler
language : en
Publisher: GRIN Verlag
Release Date : 2014-05-27
Product And Price Analysis Of Red Bull In Central Europe written by Julia Teigeler and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-05-27 with Business & Economics categories.
Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Essen, language: English, abstract: In this second assignment named „Product and Price Analysis of Red Bull in Central Europe” the goal is to analyse the “product” and “price” strategy and to give a short overview of their “place” and “promotion” strategy. Red Bull as company was founded in 1987 with its slogan “Red Bull gives you wiiings”. The firm developed by Dietrich Mateschitz sold more than 35 billion cans until now and is available in more than 165 countries. The product is developed from a Thai energy drink and includes caffeine, taurine, B-Vitamines, saccharose, glucose and water, what can be consumed by people in many situations for their physical and social needs and Red Bull created an emotional binding. The product is only available in six different types but because of the well established brand and its young and modern image people have a positive association with it and so buy it. The Company has worldwide steady growth rates although it is sold at a very high price level with compared to that low production costs. In contrast to that the competitors’ products are much cheaper, but Red Bull sticks to their prices even many competitors entered the market.. But it can be said that Red Bull is aiming for an abnormal profit and concentrating on internal and marketing orientation when setting their prices. The consumers are paying for the “way of life” and the quality. To the place and promotion strategy can be said that Red Bull is available in 165 countries (in nearly ever little shop) but produced only in Austria and Switzerland. The company is widespread represented in sports sector where they are sponsoring much sportspersons and events. To summarize that it can be said that Red Bull is a very successful and powerful company and the world’s market leader in the energy drink sector but the challenge will be how to maintain the constant growth in revenue and market share. The authors hold the opinion that Red Bull should maintain developing their extreme sport sponsoring and should develop some new products as well as produce them from natural resources.
Marketing Possibilities Within The Fashion Industry For A Non Fashion Associated Product Based On The Example Of Red Bull Energy Drink
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Author : Weiss. Johannes
language : en
Publisher:
Release Date : 2002
Marketing Possibilities Within The Fashion Industry For A Non Fashion Associated Product Based On The Example Of Red Bull Energy Drink written by Weiss. Johannes and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with categories.
Die Firma Red Bull North America, Inc. (gegründet 1995 in Santa Monica) hat großes Interesse, ihr Produkt in einer neuen Marktnische einzuführen. Dieses Projekt zielt darauf hinab, die amerikanische Fashion Industrie als einen sehr attraktiven Markt mit enormem Potenzial darzustellen. Die Hypothese besagt, dass eine solche Markt-Neuentwicklung dazu beitragen wird, eine weitere potenzielle Zielgruppe zu erreichen. Diese ansonsten nicht in diesem Ausmaß erreichbare Zielgruppe wird in weiterer Folge die Absatzzahlen für Red Bull im amerikanischen Raum beträchtlich erhöhen. Das Umfeld der U.S. Fashion Industrie wird als sogenannter 'Opinion Leader' dargestellt, das dazu beiträgt, die Marken-bekanntheit von Red Bull in den USA zu stärken und erweitern. Nach einer genauen Analyse der beiden betreffenden Märkte (U.S. Energy Drink Markt und U.S. Fashion Industrie) wird ein integriertes Marketing-Konzept mit praktischem Bezug, welches die Produkteinführung unterstützen soll, ausgearbeitet. Dieses Marketing-Konzept wird von einer SWOT-Analyse und verschiedenen Markteintritts-Strategien unterstützt. Abgerundet wird dieses Projekt mit einer qualitativen Marktumfrage, um Experten-Meinungen der Fashion Industie in das Konzept zu integrieren.
Network And Relationship Allocation And Identification For The Red Bull Company In Thailand
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Author : Benjamin Bach
language : en
Publisher: GRIN Verlag
Release Date : 2007-11
Network And Relationship Allocation And Identification For The Red Bull Company In Thailand written by Benjamin Bach and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-11 with categories.
Essay from the year 2007 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1st, University of Lincoln (Faculty of Business & Law), course: Global Relationship Marketing, 111 entries in the bibliography, language: English, abstract: This report critically analyses the network allocation and identification for the Red Bull Company in Thailand, and highlights strategic focal net implications in developing this emerging market. The first part of this report will determine major focal networks in Thailand by applying theoretical models to highlight and categorise the most crucial key market domains Red Bull needs to be connected with, while consolidating a position in the Thai functional beverage market. The second part of this essay aims to identify possible strategic implications, in order to build a solid and long-lasting position in the Thai market while collaborating with its potential network constituents. As business networks are getting increasingly important as a powerful tool for strategic business development (McAuley, 2001) and uncertainty attenuation whilst expanding business operations in foreign countries (Hollensen, 2004).
Markenpsychologie
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Author : Gert Gutjahr
language : de
Publisher: Springer-Verlag
Release Date : 2015-06-24
Markenpsychologie written by Gert Gutjahr and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-24 with Business & Economics categories.
Was macht Marken stark? Diese Frage ist für die Markenführung zentral. Um sie beantworten zu können, muss geklärt werden, was eine Marke überhaupt ist und wie Marken wirken. Im Rahmen der Consumer-Neuroscience-Forschung haben Markenwahl-Experimente mit funktioneller Magnetresonanztomografie zu überraschenden Ergebnissen geführt und gezeigt, dass die Wirkung der Marken noch immer im Dunkeln liegt. Die neuesten Erkenntnisse der psychologischen Markenforschung basieren auf neuropsychologischen und tiefenpsychologischen Ansätzen, die Gert Gutjahr in seinem Buch vorstellt. Er wendet sich dabei an Markenmanager und -verantwortliche sowie Dozierende und Studierende mit dem Schwerpunkt Marketing. Sein Fazit: Starke Marken entstehen durch Brain Branding. Sie existieren als Brain Script im Gehirn, sind also an neuronale Prozesse gekoppelt. Die dritte Auflage wurde aktualisiert, das Kapitel „Consumer Neuroscience“ wurde vollständig überarbeitet, das Kapitel „Der Einfluss der Unternehmenskultur auf die Akzeptanz der Marke“ wurde ersetzt durch das Kapitel „Employer Branding“. „Nur eine transdisziplinäre Betrachtung kann zum richtigen Markenverständnis führen.“ Prof. Dr. Dieter Ahlert, Marketing Center Münster
When A Brand Gets Wings
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Author :
language : en
Publisher: GRIN Verlag
Release Date : 2005
When A Brand Gets Wings written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with categories.
Penguin By Design
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Author : Phil Baines
language : en
Publisher:
Release Date : 2005
Penguin By Design written by Phil Baines and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Antiques & Collectibles categories.
Since the creation of the first Penguin paperbacks in 1935, their jackets have become a constantly evolving part of Britain's culture and design history. Looking back at seventy years of Penguin, Phil Baines charts the development of British publishing, book cover design and the role of artists in defining the Penguin look.
International Marketing Entry Strategy For The Red Green Company
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Author : Benjamin Bach
language : en
Publisher: GRIN Verlag
Release Date : 2007-10
International Marketing Entry Strategy For The Red Green Company written by Benjamin Bach and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-10 with Business & Economics categories.
Essay from the year 2006 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1st, University of Lincoln (Faculty of Business & Law), course: International Marketing Strategy, 39 entries in the bibliography, language: English, abstract: Market analysis is an important instrument in assessing the attractiveness of a particular market, since it is utilised to decide whether to enter a foreign market in terms of international marketing strategy. It is necessary to apply a market analysis in order to determine and examine the appropriate approach to enter a market. This essay provides a scan of the Thai market attractiveness for the Danish medium-sized enterprise Red//Green, in order to recommend a market entry strategy. The first section focuses on the application of the 12C framework in order to draw up a market attractiveness profile, combined with a risk evaluation of the Thai market. The second part determines the attractiveness of the Thai market with respect to the information and relevant factors gathered from the 12C model. Interpretation of those factors will then be used to allocate a determination of a suitable market entry strategy for Red//Green. In addition, a marketing strategy according to the 4Ps will be addressed to identify opportunities and possibilities of how to develop the Thai market.