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Ansatzpunkte zur Steigerung des Markenwerts
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ISBN10: 3639222385
ISBN13: 9783639222388
Publisher: Blues Kids Of Amer
Published: Jan 6 2010
Pages: 308
Weight: 1.00
Height: 0.69 Width: 6.00 Depth: 9.00
Language: German
ISBN13: 9783639222388
Publisher: Blues Kids Of Amer
Published: Jan 6 2010
Pages: 308
Weight: 1.00
Height: 0.69 Width: 6.00 Depth: 9.00
Language: German
Markenwert hat einen zentralen Einfluss auf den Unternehmenswert. Unzählige Beiträge in Wissenschaft und Praxis machen die Bedeutung des Themas evident. Aus Marketingsicht bildet Markenwert bzw. -stärke eine vorökonomische Grö e, die in den Köpfen der Konsumenten verankert ist. Welche psychischen Determinanten bestimmen den Markenwert? Welche branchen- und markenübergreifenden Ansatzpunkte werden zur Steigerung des Markenwerts herangezogen, um gewünschte Gedächtnisstrukturen durch gezieltes und markenspezifisches Marketing aufzubauen? Dieses Buch bietet einen umfassenden Überblick zum Thema Markenwert, einen Review aktueller Markenwertansätze und die ausführliche Darstellung relevanter Markenwertdeterminanten. Darauf aufbauend werden fünf Ansatzpunkte zur Steigerung des Markenwerts präsentiert, deren abgestimmter Einsatz die Aufgabe erfolgreichen Markenmanagements ist. Darüber hinaus werden in Experteninterviews das Verständnis von Markenwert sowie die in der Praxis realisierten Ansatzpunkte zur Steigerung des Markenwerts erhoben. Das Buch richtet sich an Markenverantwortliche aller Branchen, externe Markenberater sowie Studierende der Wirtschaftswissenschaften.
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