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Aufbau von Erlebniswelten in der Markenführung von Produkten

Aufbau von Erlebniswelten in der Markenführung von Produkten


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About the Book

Inhaltsangabe: Einleitung: „Heutzutage ist es nicht mehr damit getan, neue Kunden zu akquirieren und die Kommunikation auf den Kauf auszurichten; es müssen Erlebniswelten und Markenaffinität erzeugt werden, die den Kunden binden und ihn zu einem treuen Fan der Marke, des Unternehmens und/oder des Produkts werden lassen". Die Aussage dieses Zitats ist der Untersuchungsgegenstand dieser Arbeit und nimmt schon vorweg, dass innovative Produkt- und Kommunikationsstrategien gefordert sind. Markenbildung und Markenführung müssen sich den rasanten Wandlungsprozessen anpassen, auf die veränderten Kundenbedürfnisse mit Mut und Fantasie reagieren. Doch gerade dies stellt die Schwierigkeit dar, denn Marken benötigen in ihrer Führung Kontinuität und Unverwechselbarkeit. Des weiteren lässt sich eine Konjunktur des Erlebens beobachten, die sich durch alle Bereiche unserer Gesellschaft zieht. Der Konsument verlangt nach Produkten, die nicht nur den Grundnutzen erfüllen, sondern ihm einen Zusatznutzen bieten, mit dem er etwas erleben kann. Emotionale Faktoren schieben sich immer mehr in den Vordergrund. Dadurch tritt das Produkt stärker in den Hintergrund. Was darüber hinaus vermittelt wird, trägt dagegen entscheidend zur Markenbindung bei. Um dem Produkt ein unverkennbares Profil zu geben, werden Erlebniswelten inszeniert, die zur Identifikation mit der Marke führen. Die Werte der Markenwelt werden in die Lebenswelt des Kunden integriert und bestimmen sie mit. Die Rahmenbedingungen für die Markenführung haben sich in den letzten Jahren außerdem radikal verändert durch einen Wertewandel in der Gesellschaft, mit deutlichem Trend zu einer Freizeitorientierung und zu einem erlebnisorientiertem Lebensstil. Hinzu kommt, das auf gesättigten Märkten mit austauschbaren Produkten, Informationsüberlastung, Medienüberflutung und einer abnehmenden Werbeeffizienz, die Abgrenzung des eigenen Angebots von Konkurrenzangeboten primär nur noch durch Besetzung einzigartiger Markenerlebniswelten mög


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Product Details
  • ISBN-13: 9783838656427
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Width: 148 mm
  • ISBN-10: 3838656423
  • Publisher Date: 21 Jul 2002
  • Height: 210 mm
  • No of Pages: 144
  • Series Title: German
  • Weight: 199 gr


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