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Multisensorisches Branding

Multisensorisches Branding


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About the Book

Die Anzahl der Markenartikel nimmt immer mehr zu. Durch den allgemeinen Wandel der Märkte aufgrund der Globalisierung, durch die Intensivierung des Wettbewerbs und die zunehmende Geschwindigkeit technologischer Produktentwicklungen geraten Markenhersteller immer stärker unter Druck. Es wird mit neuen Produkten um die Aufmerksamkeit und die Gunst der Konsumenten gebuhlt, die jedoch angesichts der Markenvielfalt mehr und mehr verunsichert und überfordert sind. Verstärkte Werbemaßnahmen führen zu einer Informationsüberlastung seitens der Verbraucher, welche all die Marken- und Produktinformationen kaum noch aufnehmen können. Somit nehmen Effizienz und Effektivität der ansteigenden Werbeausgaben drastisch ab. Konsumenten orientieren sich bei dem überaus großen Angebot zunehmend am Preis, vor allem, weil die Qualität der Handelsmarken inzwischen mit der von Markenartikeln renommierter Hersteller weitestgehend vergleichbar ist. Zudem streben Verbraucher vermehrt nach Abwechslung und individuellen Konsumerlebnissen, wodurch die Markenloyalität weiter sinkt. Bisher werden Markenprodukte vor allem optisch, aber auch akustisch präsentiert, indem sie durch ein signifikantes Logo geprägt und hauptsächlich mit Hilfe von Print-, Fernseh- und Radiowerbung vermarktet werden. Aufgabe der vorliegenden Master-Thesis ist es aufzuzeigen, wie sich die Ansprache möglichst aller fünf primären Sinne (Gesichts-, Gehör-, Geruchs-, Geschmacks- und Tastsinn) auf den Markenerfolg auswirkt. Welchen Einfluss hat der Einsatz dieser Sinnesreize auf den Markenauftritt und auf das daraus resultierende Verhalten der Konsumenten? Lässt sich auf diese Weise eine emotionale Bindung zwischen Marke und Verbrauchern aufbauen und festigen, was hinsichtlich des Trends zur gefühlsbetonten Konsumentenansprache und zum Erlebniskonsum förderlich ist? Welche Chancen und Risiken ergeben sich aus dem so genannten multisensorischen Branding für den Markenhersteller? Ziel dieser Arbeit ist es letztendlich, herauszufin
About the Author: Sinje Dübeler MA, Studium der Wirtschaftswissenschaften an der Fachhochschule Kiel und der Universidad de Cádiz/ Spanien. Abschluss 2007 als Master of Arts (Betriebswirtschaft) und Licenciada de Administración y Dirección de Empresas. Derzeit tätig im Reise- und Veranstaltungsmanagement der Marketing- und Vertriebsgesellschaft Ferring Arzneimittel GmbH.


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Product Details
  • ISBN-13: 9783836652896
  • Publisher: Diplomica Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Weight: 299 gr
  • ISBN-10: 3836652897
  • Publisher Date: 26 Sep 2007
  • Height: 254 mm
  • No of Pages: 136
  • Series Title: German
  • Sub Title: Auswirkungen einer sinnvollen Markenstrategie und ihrer Instrumente
  • Width: 178 mm


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