Markenmanagement Im Medienbereich Identit Tsorientierte Markenf Hrung Bei Tv Formaten Anhand Deutschland Sucht Den Superstar
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Markenmanagement Im Medienbereich Identit Tsorientierte Markenf Hrung Bei Tv Formaten Anhand Deutschland Sucht Den Superstar
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Author : Sören Hamdorf
language : de
Publisher: GRIN Verlag
Release Date : 2004-03-25
Markenmanagement Im Medienbereich Identit Tsorientierte Markenf Hrung Bei Tv Formaten Anhand Deutschland Sucht Den Superstar written by Sören Hamdorf and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-03-25 with Business & Economics categories.
Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 2,3, Fachhochschule Aachen, Sprache: Deutsch, Abstract: ‚TV makes the Superstar’. Diese Textzeile des gleichnamigen Songtitels aus der Feder des Musikproduzenten und Komponisten Dieter Bohlen bringt prinzipiell in einem Satz zum Ausdruck, worum es beim Markenmanagement im Medienbereich – oder genauer gesagt bei der Markenführung von TV-Formaten – geht. Ein Superstar wird dadurch ein solcher, dass er sich von der Konkurrenz wahrnehmbar unterscheidet und diese Differenzierung im positiven Sinne auch kommuniziert wird, damit sie von den Rezipienten wahrgenommen werden kann und wird. Somit belegt diese Textzeile unter medienökonomischer Perspektive die Präsenz der in anderen Branchen längst etablierten Markenstrategie in ihren potenziellen medialen Erscheinungsformen. Denn wettbewerbsintensivierende Rahmenbedingungen und eine verstärkte Homogenität medialer Angebote erfordern in der Medienbranche zunehmend die Entwicklung und Umsetzung differenzierender und profilierender Strategien. Der Aufbau und das Management von Medienmarken erscheint vor diesem Hintergrund gerade deshalb erfolgversprechend, weil die Ideenhaftigkeit von Medien und von Marken beide in besonderem Maße verbindet. Medien können bereits auf eine längere Tradition der Markenbildung durch die Rezipienten zurückblicken. Auf Grund ihrer Strukturierungs-, Orientierungs- und Identifikationsfunktion wurden viele Medieninhalte aus den alltagskulturellen Nutzungszusammenhängern heraus als Marke institutionalisiert. Die ‚Tagesschau’ ist dafür ein gutes Beispiel: Sie hat sich als maßgebliche Zeit-Marke zu einer Richtlinie im Alltag entwickelt, was u.a. dazu geführt hat, dass sich alltägliche Verhaltensregeln an sie angepasst haben. Lange Zeit wurde es als ungehörig empfunden, die Zwanzig-Uhr-Nachrichten durch Telefonanrufe zu unterbrechen. Darüber hinaus verfügt die ‚Tagesschau’ über ein deutliches Markenimage, einen einzigartigen Markennamen und – selbst über Jahre hinweg – eine spezifische, sich verändernde, aber trotzdem konsistente Marken-Audiovisualisierung. Dennoch kann der ARD berechtigterweise nicht unterstellt werden, dass die ‚Tagesschau’ bereits zu Beginn durch eine Markenstrategie fundiert wurde.
The Science And Art Of Branding
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Author : Giep Franzen
language : en
Publisher: Routledge
Release Date : 2015-02-12
The Science And Art Of Branding written by Giep Franzen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-02-12 with Business & Economics categories.
This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
The End Of Advertising As We Know It
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Author : Sergio Zyman
language : en
Publisher: John Wiley & Sons
Release Date : 2002
The End Of Advertising As We Know It written by Sergio Zyman and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.
The author looks at TV spots, branding, packaging, celebrity spokespeople, sponsorships, publicity and customer service.
Self Congruity
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Author : M. Joseph Sirgy
language : en
Publisher: Praeger
Release Date : 1986-08-05
Self Congruity written by M. Joseph Sirgy and has been published by Praeger this book supported file pdf, txt, epub, kindle and other format this book has been release on 1986-08-05 with Computers categories.
Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.
New Online Retailing
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Author : Gerrit Heinemann
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-01
New Online Retailing written by Gerrit Heinemann 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 2010-11-01 with Business & Economics categories.
The authors describe in detail what makes today’s online retailing different and provide 8 central success factors for the new generation of Internet sales. Based on internationally recognized best practices, it becomes obvious what makes online retailers successful. The authors pull together “lessons learned” from the last 10 years, and give readers a tour of the future of online selling.
Understanding Reality Television
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Author : Su Holmes
language : en
Publisher: Psychology Press
Release Date : 2004
Understanding Reality Television written by Su Holmes and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Reality TV categories.
Tracing the history of reality TV from Candid Camera to The Osbournes, Understanding Reality Television examines a range of programmes which claim to depict 'real life'.
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.
Business Innovation And Disruption In The Music Industry
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Author : Patrik Wikström
language : en
Publisher: Edward Elgar Publishing
Release Date : 2016-01-29
Business Innovation And Disruption In The Music Industry written by Patrik Wikström and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-29 with Business & Economics categories.
Patrik Wikström and Robert DeFillippi bring together innovative, multidisclipinary perspectives on business innovation and disruption in the music industry. Authors from fields such as cultural studies, economics, management, media studies, musicology and human geography in North America, Europe and Asia focus on the “second wave” of digital disruption and the transformation of the music industry. The chapters are structured into three parts: the first part contextualizes changes in the music industry that have been driven by digital technologies since the end of the 1990s. The second part unpacks the impact of these disruptive technologies on business models in specific industry sectors and geographies, and the third and final part examines questions related to the emergence of subscription music services. Concluding chapters link back to the role of hackers as a subversive and innovative force in the music economy and examine how hacker creativity can be facilitated and encouraged to generate the next big music industry innovation. This multifaceted look at the music business will serve as a resource for both undergraduate and graduate students, as well as established scholars and industry professionals.
Essentials Of Corporate Communication
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Author : Cees B.M. Van Riel
language : en
Publisher: Routledge
Release Date : 2007-08-07
Essentials Of Corporate Communication written by Cees B.M. Van Riel and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-08-07 with Business & Economics categories.
This lively and engaging new book addresses a topical and important area of study. Helping readers not only to understand, but also to apply, the most important theoretical notions on identity, identification, reputation and corporate branding, it illustrates how communicating with a company’s key audience depends upon all of the company’s internal and external communication. The authors, leading experts in this field, provide students of corporate communication with a research-based tool box to be used for effective corporate communications and creating a positive reputation. Essentials of Corporate Communication features original examples and vignettes, drawn from a variety of US, European and Asian companies with a proven record of successful corporate communication, thus offering readers best practice examples. Illustrations are drawn from such global companies as Virgin, IKEA, INVE and Lego. Presenting the most up-to-date content available it is a must-read for all those studying and working in this field.
Media And Internet Management
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Author : Bernd W. Wirtz
language : en
Publisher: Gabler Verlag
Release Date : 2011-07-14
Media And Internet Management written by Bernd W. Wirtz and has been published by Gabler Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-07-14 with Business & Economics categories.
The media and communication sector has developed into a key economic sector in the modern information society. This book deals with media management of electronic and print-based media. Against the background of industry convergence the author presents the general trends, value chains, business models and competitive strategies through an integrated management approach. In addition, recent developments of internet media are discussed.