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Markenbewertung und Brand Scorecard

Markenbewertung und Brand Scorecard


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About the Book

Seit etwa fünfzig Jahren beschäftigt sich die Betriebswirtschaftslehre mit der Bewertung von Marken, seit 1990 mit stark wachsender Intensität. Bis heute hat sich jedoch keines der zahlreichen Modelle durchsetzen können. Dabei wäre ein allgemein anerkanntes Verfahren der Markenbewertung für die Markenführung sehr vorteilhaft. Wenn es möglich ist, einen monetären Markenwert anzugeben, gewinnt das Markenmanagement eine solide Rechtfertigung für seine Investitionen, einen guten Indikator für die eigene Leistung. Könnte man besonders markenwerttreibende Faktorenisolieren und verifizieren, gewänne man wirkungsvolle Stellhebel für das aktiveMarkenmanagement. Diese Arbeit versucht, einen Überblick über die zahlreichen Ansätze zur Bewertung und Steuerung von Marken zu geben und eine Brand Scorecard für die innerbetriebliche Anwendung im Markenmanagement zu entwickeln.


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Product Details
  • ISBN-13: 9783838655888
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Weight: 154 gr
  • ISBN-10: 3838655885
  • Publisher Date: 04 Jul 2002
  • Height: 210 mm
  • No of Pages: 70
  • Series Title: German
  • Sub Title: Neue Möglichkeiten zur Markensteuerung bei Nutzfahrzeugen der Marke Mercedes-Benz
  • Width: 148 mm


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