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Die Kunst moderner Markenfhrung

Die Kunst moderner Markenfhrung

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783834961969
Condition
New
Product Description

Marken gehren zu den zentralen immateriellen Werten eines Unternehmens, daher ist die professionelle Markenfhrung entscheidend fr den Unternehmenserfolg. Sarah Antwerpes analysiert die Erfolgsfaktoren der Markenfhrung und leitet die Anwendbarkeit des Obama-Phnomens fr Unternehmen ab: Die US-amerikanische Prsidentschaftskandidatur gilt von jeher als wegweisend fr Marketingtrends. Die Autorin zeigt, wie es Barack Obamas Team in wenigen Monaten gegen eine etablierte Konkurrenz gelungen ist, eine der wertvollsten Marken der Welt zu kreieren. Ein Blick auf die heutige Wertminderung der Marke Obama zeigt, was eine Abweichung von diesem Erfolgsrezept bedeutet.

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