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Markenidentitatsmodelle

Analyse Und Bewertung Von Ansatzen Zur Erfassung Der Markenidentitat

Language GermanGerman
Book Paperback
Book Markenidentitatsmodelle Bernd Radtke
Libristo code: 02433654
Publishers Springer Gabler, January 2014
Die Markenidentität als gestaltbares Führungs- und Managementkonzept auf der einen Seite und das Mar... Full description
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Die Markenidentität als gestaltbares Führungs- und Managementkonzept auf der einen Seite und das Markenimage als wahrgenommenes Akzeptanzkonzept auf der anderen Seite sind die beiden Eckpfeiler des identitätsorientierten Markenverständnisses, das seit Mitte/Ende der 1990er Jahre als vorherrschend gilt. Sieben Ansätze zur Erfassung und Beschreibung der Markenidentität namentlich die von Aaker; Bates; Burmann; Esch; Henrion, Ludlow & Schmidt; Kapferer sowie McKinsey werden vorgestellt. Anschließend erfolgt eine vergleichende Bewertung der Ansätze anhand von fünf Kriterien. Im Fazit am Ende der Arbeit empfiehlt der Autor ein modifiziertes Modell.

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About the book

Full name Markenidentitatsmodelle
Author Bernd Radtke
Language German
Binding Book - Paperback
Date of issue 2014
Number of pages 55
EAN 9783658045852
ISBN 365804585X
Libristo code 02433654
Publishers Springer Gabler
Weight 95
Dimensions 148 x 210 x 4

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
Economics, Finance, Business & Management > Business & Management > Management & management techniques
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