Die Bedeutung Von Markenpolitik Und Markenpsychologie F R Medienunternehmen
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Die Bedeutung Von Markenpolitik Und Markenpsychologie F R Medienunternehmen
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Author : Michael Waßmer
language : de
Publisher:
Release Date : 2009
Die Bedeutung Von Markenpolitik Und Markenpsychologie F R Medienunternehmen written by Michael Waßmer and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.
Diplomarbeit aus dem Jahr 2009 im Fachbereich Medien / Kommunikation - Massenmedien allgemein, Note: 1,3, Hochschule Offenburg, Sprache: Deutsch, Abstract: Medien sind heute ein fester Bestandteil unseres Alltags. Auch wenn sie für uns inzwischen so selbstverständlich sind, dass uns der Kontakt mit ihnen meistens gar nicht mehr bewusst auffällt, so begegnen wir ihnen so gut wie überall in unserem alltäglichen Leben: zu Hause, auf der Arbeit, in der Schule oder Universität oder bei einem gemütlichen Spaziergang durch die Stadt. Während die Mediennutzung von der Erfindung der Schrift bis zu den Anfängen der Neuzeit nur einem kleinen Kreis von Gelehrten - nämlich denjenigen, die lesen und schreiben konnten - vorenthalten war, ist sie heute ein regelrechtes Massenphänomen. Dabei hat die Vielfalt an verfügbaren Medien noch lange nicht ihren Höhepunkt erreicht, sondern nimmt weiterhin stetig zu. Dies liegt sowohl daran, dass Bildung heute für jedermann viel leichter zugänglich ist als noch vor zweihundert Jahren, als auch am technischen Fortschritt, der diese ungemeine Medienvielfalt erst möglich gemacht hat. Diese Entwicklungen haben dazu geführt, dass Medienunternehmen und Medienmarken auch heute noch zunehmend an Bedeutung gewinnen. Während allerdings auf der einen Seite die Medienvielfalt zunimmt, stagniert auf der anderen Seite ihre Gesamtnutzungsdauer. Dies bedeutet, dass die einzelnen Medien immer mehr in Konkurrenz zueinander stehen. Neben dem wachsenden Wettbewerb ist jedoch auch eine fortschreitende Sättigung der Medienmärkte zu beobachten. Diese Entwicklung macht es für Medienunternehmen notwendig, sich von den Mitbewerbern zu unterscheiden und Wettbewerbsvorteile zu generieren. Die Disziplinen Markenpolitik und Markenpsychologie befassen sich mit dieser Problematik und zeigen zudem Lösungsvorschläge auf. Aus der Tatsache, dass der heutige Forschungsstand im Bereich Markenpolitik und Markenpsychologie bisher nur sehr wenig Literatur vorweisen kann, resultiert
Identity Based Brand Management
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Author : Christoph Burmann
language : en
Publisher: Springer Nature
Release Date : 2023-03-13
Identity Based Brand Management written by Christoph Burmann and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-03-13 with Business & Economics categories.
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Business On A Mission
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Author : Andy Last
language : en
Publisher: Routledge
Release Date : 2017-09-08
Business On A Mission written by Andy Last and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-08 with Business & Economics categories.
Bronze winner of the AXIOM Business Book Award in the category of Philanthropy, Non-Profit, Sustainability. Please see: http://www.axiomawards.com/77/award-winners/2017-winners This easy-to-read and engaging book is the perfect introduction to how to build a sustainable brand for your organization. Intended as a roadmap that can be readily applied by busy managers and practitioners, the book includes interviews with business leaders, including Paul Polman of Unilever, Adam Elman of Marks & Spencer, and Jonas Prising of ManpowerGroup to provide insight into best practice and clear guidance for implementation. Throughout, the book avoids jargon and theorizing to ensure readability. Business on a Mission is based on more than a decade working with some of the first businesses to develop social missions and shows the foundations behind their success. It looks at how businesses can profit from working hand in hand with society and identifies a model for success. The book demonstrates how businesses can go from hiding behind "social shields" to picking up "social swords" and presents the six criteria to look for in assessing a social mission. It also focuses on how good communications can build trust and bring about positive change; and it provides clear ways to engage employees and improve productivity as well as "rules" for communicating social missions externally. This optimistic book explains the benefits of partnerships in the sustainable development agenda, particularly between businesses and NGOs. The book features guidelines for avoiding dysfunctional partnerships, and presents interviews with Marc Van Ameringen, Executive Director of GAIN (Global Alliance for Improved Nutrition) 2005 to 2016, and Myriam Sidibe, Social Mission Director for Africa, Unilever, on how things can be managed to the benefit of both partners. .
Communication Yearbook 24
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Author : William Gudykunst
language : en
Publisher: Routledge
Release Date : 2012-03-22
Communication Yearbook 24 written by William Gudykunst and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-22 with Language Arts & Disciplines categories.
The Communication Yearbook annuals publish diverse, state-of-the-discipline literature reviews that advance knowledge and understanding of communication systems, processes, and impacts across the discipline. Sponsored by the International Communication Association, each volume provides a forum for the exchange of interdisciplinary and internationally diverse scholarship relating to communication in its many forms. This volume re-issues the yearbook from 2001.
Development Of Emotions And Emotion Regulation
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Author : Manfred Holodynski
language : en
Publisher: Springer Science & Business Media
Release Date : 2006-10-26
Development Of Emotions And Emotion Regulation written by Manfred Holodynski and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-10-26 with Psychology categories.
vii PREFACE It was 13 years ago that we met for the ?rst time at a German developmental psychology conference. One of us, Wolfgang Friedlmeier (WF), was interested in ontogenetic development from a cross-cultural perspective. He presented a study on the development of empathy and distress in preschool age, dealing with how far children from different cultures respond to comparable demands with different emotions and regulation strategies. The other, Manfred Holodynski (MH), was - terested in ontogenetic development from the perspective of internalization: how processes that are originally socially distributed between persons are transformed into mental processes within the individual. He presented a study on the devel- ment of the emotions pride and shame in preschool age. This led the two of us to discover our common interest in central issues of emotional development: What role do the emotions play in an individual’s activity regulation? What is it exactly that is “developing” when we talk about emotional development? Do emotional processes have a social genesis? And what is the role of the early social interactions between children and their caregivers, along with the obvious fact that individuals grow up and live in completely different cultures? Even at this time, we both already suspected that the social and cultural embedment of the individual would prove to be a key to understanding how the diversity of human emotions and their regulation develop.
Unleashing The Power Of Digital Signage
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Author : Keith Kelsen
language : en
Publisher: CRC Press
Release Date : 2012-11-12
Unleashing The Power Of Digital Signage written by Keith Kelsen and has been published by CRC Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-12 with Language Arts & Disciplines categories.
Implement a successful content strategy that optimizes the return-on-message performance of your digital signage program. Learn the message attributes for each of the three core network types (Point of Wait, Point of Sale, and Point of Transit), how to measure the program's effectiveness and strike a balance that uses messages effectively alongside the other advertising campaign elements. Through the included interviews, gain access to the wisdom of more than 45 experts, each of whom has deployed and operated successful digital signage networks. The companion website, www.5thscreen.info, features real-world implementations and video blog programming that includes interviews with industry notables. You'll learn how to: create a strategic communications blueprint and style guide for your network keep content flowing automatically-and therefore remaining relevant use data on viewers and traffic to build a programming schedule legally acquire and repurpose content more accurately predict where the future of content will lead Foreword by Joe Pine and Jim Gilmore authors of "The Experience Economy" and "Authenticity"
Managing Brand Me
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Author : Thomas Gad
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2002
Managing Brand Me written by Thomas Gad and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Career development categories.
What are you all about? What do you stand for? And what sets you apart from the crowd? A clearly defined brand is a successful one and your personal brand is no different. Brand You, and promote yourself to the place you want to be.
Retail Branding And Store Loyalty
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Author : Bettina Berg
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-09-07
Retail Branding And Store Loyalty written by Bettina Berg and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-07 with Business & Economics categories.
Marketers and retailers have to understand how to manage different consumer perception levels of retail brands, which have a major determining role on store loyalty across different complex contexts. Addressing these issues, Bettina Berg analyzes first whether corporate reputation and retail store equity have a reciprocal relationship in determining store loyalty. Second, she evaluates whether retail brand equity or store accessibility provides a greater contribution to store loyalty across different local competitive situations. Third, she investigates whether perceptions of format specific core attributes differ in their impact on the brand building process in saturated and emerging markets.
Brand Together
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Author : Nicholas Ind
language : en
Publisher: Kogan Page Publishers
Release Date : 2012-03-03
Brand Together written by Nicholas Ind and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-03-03 with Business & Economics categories.
Any business that wants to continue growing has to consider new ways of developing and engaging with customers and clients. Innovation and co-creation have emerged as the key topics in the post-recession business environment. Brand Together will show you how to involve all stakeholders in the process of creativity - providing inspiration on how to revitalize brands and enable them to succeed in the new world of customer engagement and participation. Brand Together demonstrates how to truly intertwine innovation with brand strategy, with expert guidance on how to co-create with customers from a brand perspective. Drawing on case studies including Barclays, Mozilla, [yellow tail], Kraft Foods, Virgin Media and Danone, it provides valuable insights for marketing and branding professionals, and for anyone who wants to grow their business and brand.
Brand Desire
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Author : Nicholas Ind
language : en
Publisher: Bloomsbury Publishing
Release Date : 2016-10-20
Brand Desire written by Nicholas Ind and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-20 with Business & Economics categories.
Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.