Markenf Hrung Der Zukunft Experience Branding 5 Sense Branding Responsible Branding Brand Communitys Storytising Und E Branding
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Markenf Hrung Der Zukunft Experience Branding 5 Sense Branding Responsible Branding Brand Communitys Storytising Und E Branding
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Author : Sindia Boldt
language : de
Publisher: Diplomica Verlag
Release Date : 2010-07
Markenf Hrung Der Zukunft Experience Branding 5 Sense Branding Responsible Branding Brand Communitys Storytising Und E Branding written by Sindia Boldt and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-07 with Business & Economics categories.
Die Bedeutung der Marke besch„ftigt die Wirtschaft und Gesellschaft seit Jahrhunderten. Vor allem die Industrialisierung fhrte zur Entwicklung von Produkt-, Kommunikations- und Vertriebspolitik und letztendlich auch zum Ph„nomen des Markenartikels. Heute gibt es deutschlandweit ber 50.000 beworbene Marken und die Begriffserweiterung der Marke auf Personen, Dienstleistungen und Orte zeigt die Relevanz des Markenkonstruktes auf. Darin begrndet sich wohl auch ihre enorme emotionale Schubkraft, die Markenfhrer immer mehr fr den Ausbau der Marke nutzen. Doch wie werden Marken der Zukunft aussehen, die Konsumenten beigeistern? Welche Wege mssen Markenstrategen einschlagen um die Marke im Umfeld der Zielgruppe zu integrieren? Und wie k”nnen Marken sich authentisch evolutionieren um leistungsf„hige Produkte anbieten zu k”nnen, die " ... verfhren, funkeln und mit Feenstaub berzogen sind"? Im Anschluss an die Einleitung wird die Theorie der Markenfhrung behandelt, in der Begriffe der Marke sowie verwandte Termini definiert und voneinander abgegrenzt werden. Die eingehende Behandlung ist fr das Verst„ndnis und die Kompetenz zur Fhrung einer Marke unabdinglich. Im weiteren Verlauf werden dann die wirtschaftlichen, soziokulturellen und gesellschaftlichen Entwicklungen der n„chsten 20 Jahre anhand der Darstellung aktueller Zukunftsforschung aufgezeigt. Dabei sttzt sich dieses Buch auf die Prognosen und Perspektiven von Zukunftsforscher Horst W. Opaschowski, die 16 Trends der Zukunft von Faith Popcorn, sowie die Megatrends der Zukunft nach Trendforscher Matthias Horx. Es kommt zur Verbindung der beiden Themenbereiche zur Bedeutung fr die Markenfhrung der Zukunft. Die Autorin behandelt im Folgenden ver„nderte Werte, neue Zielgruppen sowie Schlsselstrategien fr die M„rkte der Zukunft und gibt somit Aufschluss ber das ver„nderte Markenumfeld. Anschlieáend zeigt sie wie auf das ver„nderte Markenumfeld reagiert werden kann. Die Darstellung innovativer Konzepte der Markenfhrung (Experience Branding, 5-Sense-Branding, Responsible Branding, Brand Communitys, Storytising und E-Branding) sollen m”gliche Neuorientierungen fr die Markenfhrung aufzeigen. Abschlieáend werden die Kernthesen verkrzt dargestellt und Handlungsempfehlungen angeboten.
Emotional Branding Playing With The Senses
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Author : Ulrike Max
language : en
Publisher: diplom.de
Release Date : 2002-04-18
Emotional Branding Playing With The Senses written by Ulrike Max and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-04-18 with Business & Economics categories.
Inhaltsangabe:Abstract: The objective of this work is to show the significance of Emotional Branding as a marketing, brand design, and communication instrument based on the changed business situation and demanding customer needs. The five basic senses: taste, touch, sight, sound, and smell shall be explained and set into relation to the brand elements. A lot of marketers discuss about Emotional Branding as the future approach without exactly knowing what this term contains. The aim of this diploma thesis is the development of a conceptual approach in form of a guideline with the key components to emotionalize brands, to give them a face and a character in order to reach the overall aim: the identification of customers with the brand. The first part of this work provides the basic knowledge. It explains and defines in addition to the basic terms brand and branding , terms like brand image , brand identity and brand equity . The second part describes the changes in buying behavior, the changing needs and different perceptions of today s customers. The three main generations are explained to demonstrate the need for Emotional Branding as a new kind of branding tool. Additionally the explanations to hybrid buying behavior and smart shopping will show the necessity of a positive brand experience and the change from Branding to Emotional Branding. It gives a definition of Emotional Branding and a short introduction to the instruments that can be used to support the brand elements, which are closer explained in the main part. The traditional marketing searches for new ideas. The aim is clear. Excitement and experiences shall go along with attractive brand worlds. But how to emotionalize communication? The third and main part shows in form of a guideline how to create an incomparable brand image with the help of tones, colors, scents etc. in combination with the brand elements. In this context successful strong brands that were able to find their way into the consumers psyche and built up strong emotional relationships will be taken as examples. Finally the last part is a critical reflection of the brands playing with the consumers senses in order to influence their everyday life. Moreover points are outlined that should be considered to support the successful use of Emotional Branding. Inhaltsverzeichnis:Table of Contents: 1.Aim and Objective1 2.Methodology1 3.Abstract2 4.Introduction3 5.Brand / Branding5 5.1Definition [...]
User Generated Branding
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Author : Ulrike Arnhold
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-22
User Generated Branding written by Ulrike Arnhold 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 2010-11-22 with Business & Economics categories.
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
The Changing Role Of Brands In The Age Of Empowered Consumers
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Author : Gunnar Klaming
language : en
Publisher: GRIN Verlag
Release Date : 2006-11-13
The Changing Role Of Brands In The Age Of Empowered Consumers written by Gunnar Klaming and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-11-13 with Business & Economics categories.
Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, University of Lugano (Faculties of communication sciences and economics), language: English, abstract: It is easier for consumers to consummate transactions when they are aware of sellers and, moreover, when they have confidence that sellers will deliver as promised. The reputation of sellers - or the brand - is one means by which businesses have traditionally promoted buyer awareness and bonded their promises to deliver (Klein & Leffler, 1981). Brands as "a collection of perceptions in the mind of the consumer" (Bates, 2006) are relevant for many choice and purchase decisions (Meffert, 2000). Consumers link a range of associations to a brand, from associations that include characteristics which can be perceived by the senses (e.g., an engine’s horsepower, a product’s design, or a brand’s visual presence in visual or promotional campaigns) to characteristics associated with a brand’s identity (origin, reputation, and personality); and from perceived rational benefits (the product and its functions, the transaction process, or the relationship between the consumer and the brand/supplier) to emotional benefits which consumers perceive to be related to a brand (self-expression, image transfer, or self-realization) (Perrey et al., 2003; see also Aaker, 1996). By delivering all this information to consumers, brands can facilitate consumers’ purchase decisions. At the same time, information provided by sellers and by third parties can be an alternative mechanism for making consumers willing to undertake transactions. Through the Internet 1 , an ever-increasing amount of information from branded sellers, unbranded competitors, and third party information providers (“information intermediaries”) is provided to consumers. Consumers are now able to obtain objective, trustworthy information on retailers’ existence and reliability as well as products and services in real-time, at any time from virtually any place in the world - markets become increasingly transparent and information asymmetries between sellers and buyers decrease. The so empowered consumers may, as a consequence, become willing to patronize lesser-known, rather than branded, retailers (Deregatu, Rangaswamy & Wu, 2001). [...]
Branded Spaces
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Author : Stephan Sonnenburg
language : en
Publisher: Springer VS
Release Date : 2013-03-16
Branded Spaces written by Stephan Sonnenburg and has been published by Springer VS this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-16 with Social Science categories.
Sweeping transformation of brands has led to a warranted need to conquer space for brand performances. Branded spaces emplace agents like consumers or other stakeholders to have an experience that is in multisensual association with a brand. In a fast changing world, branded spaces are becoming lighthouses for brands, for their image and for their relationship to agents. Additionally, the editors and contributors often use a story-like framework to explore how branded spaces are approached as well as to what degree they afford success. Management, branding, marketing, sociology, psychology, and philosophy are some of the disciplines that deal with branded spaces. To address the complexity and the multidisciplinary challenge of branded spaces, this topic is approached via different categories: places and possibilities, facts and figures, senses and sensualities, stories and situations as well as critiques and consequences.
Brand Evaluator Real Company Example Abele Optik
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Author : Maximiliane Gläsle
language : en
Publisher: GRIN Verlag
Release Date : 2014-08-13
Brand Evaluator Real Company Example Abele Optik written by Maximiliane Gläsle and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-13 with Business & Economics categories.
Seminar paper from the year 2013 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Catholic University Eichstätt-Ingolstadt (WFI Ingolstadt), course: Branding for Service Excellence, language: English, abstract: The following paper is going to evaluate the performance of the brand Abele Optik and will give some recommendations what steps it should take to improve the customer's experience and what it can do to bring it brand back on track. The aspect of the location and the interior design of the shops will not be evaluated. A competitive analysis, an examination of the positioning of the brand and strategic recommendations are given in the paper. Moreover marketing and branding tools as for example perceptual maps and the brand pyramid are applied to rebuild the brand.
Local And Global Management Of Branding Identity And Image
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Author : Felix Zimmermann
language : en
Publisher: GRIN Verlag
Release Date : 2009-11
Local And Global Management Of Branding Identity And Image written by Felix Zimmermann and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11 with categories.
Seminar paper from the year 2009 in the subject Politics - International Politics - Topic: European Union, grade: 1,0, European University Viadrina Frankfurt (Oder), language: English, abstract: Nowadays western world consumers face an infinite quantity of products that are in many cases sold in numerous countries all over the world. Modern communication technologies allow multinational companies to perform their marketing strategies on a global level, due to the possibility of executing cross-border transactions more and more efficiently in the short term. However in what way has the consequential development of growing together an effect on marketing relevant socio-cultural differences? The following paragraphs treat first and foremost the significance of intercultural aspects for global and local marketing strategies. Gathering different point of views towards brand characters shows the interest of a non-categorized thinking concerning brand perception. The initial definitions 'global'- 'local' brands are already suggestive of the ambiguous character of brands. Analyzing adaptation and standardizing branding strategies leads finally to the principal result of this work: reasoning that successful global branding always implies the creation of a strong brand personality.
Creating Powerful Brands
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Author : Leslie De Chernatony
language : en
Publisher: Routledge
Release Date : 2011
Creating Powerful Brands written by Leslie De Chernatony and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Defending Your Brand Against Imitation
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Author : Judith Lynne Zaichkowsky
language : en
Publisher: Greenwood
Release Date : 1995
Defending Your Brand Against Imitation written by Judith Lynne Zaichkowsky and has been published by Greenwood this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Business & Economics categories.
Zaichkowsky (marketing, Simon Fraser U., Canada) draws upon research in consumer behavior to explain the history, evolution, and prevalence of the problem of brand imitation. Of special interest to marketing managers are her methods for guarding against brand imitation. Annotation copyright by Book News, Inc., Portland, OR