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Markenstrategie und Markenpositionierung. Imagefragen und Innovationslösungen des Volkswagenkonzerns
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ISBN10: 3668824312
ISBN13: 9783668824317
Publisher: Grin Verlag
Published: Nov 8 2018
Pages: 44
Weight: 0.15
Height: 0.11 Width: 5.83 Depth: 8.27
Language: German
ISBN13: 9783668824317
Publisher: Grin Verlag
Published: Nov 8 2018
Pages: 44
Weight: 0.15
Height: 0.11 Width: 5.83 Depth: 8.27
Language: German
Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,0, SRH Hochschule Riedlingen, Sprache: Deutsch, Abstract: Wie lassen sich elektrische Antriebsformen etablieren? Diese Arbeit bietet eine Analyse der Markenpositionierung und Marktstimulierung des Volkswagen Konzerns in Bezug auf Mitbewerber. Eine Marke bietet Nachfragern Orientierung und Anbietern die Möglichkeit, sich von Wettbewerbern abzuheben. Darüber hinaus garantiert die Marke dem Verbraucher eine konstante Qualität. Insbesondere im Volkswagenkonzern kommt der Markenidentität eine besondere Bedeutung zu. Organisation und Werte des Konzerns sollen eine Gewähr für Nachhaltigkeit bieten. Durch den Abgasskandal wird das Markenvertrauen in Frage gestellt. Daraus ergeben sich jedoch Chancen, Veränderungen durchzuführen bzw. zu beschleunigen. Aufgrund zunehmender Umweltbelastungen sind Mobilitätskonzepte unter Einbezug von Elekrofahrzeugen politisch gewollt und gesellschaftlich erwünscht. Kunden äu ern jedoch Vorbehalte gegen neue Produkte, wenn diese bekannten Routinen zuwiderlaufen. Markenanbieter können Wert und Nutzen ihrer Innovationen mit dem Markennamen verknüpfen und in einen vertrauensfördernden Kontext stellen. Der VW-Konzern positioniert sich aktuell im Rahmen einer neuen Strategie und strebt die weltweite Marktführerschaft im Gebiet der nachhaltigen Mobilität an.
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