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Marken-Modelle der Praxis

Marken-Modelle der Praxis

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783322869067
Condition
New
Product Description

Die zentrale Bedeutung der Marke spiegelt sich in einem kaum mehr berschaubaren Angebot an Instrumenten zur Optimierung der Markenfhrung wider. Anita Zednik und Andreas Strebinger untersuchen 48 Marken-Modelle der wichtigsten Berater, Marktforschungsinstitute und Werbeagenturen im deutschsprachigen Raum. Eine Einteilung in die sechs Grundtypen "Markenstrategie-Modelle", "Markenwert-Modelle", "Wertekongruenz-Modelle", "Quantitative Marken-Positionierungsmodelle", "Qualitative Marken-Positionierungsmodelle" und "Marken-Kommunikationsmodelle" beruht auf einer quantitativen Analyse der Modell-Ziele und der von den Modellen verwendeten Datenbasis. Sie ermglicht eine rasche und klare Orientierung am "Markt der Marken-Modelle". Die Modelle werden einzeln vorgestellt und kritisch gewrdigt.

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