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Markenidentittsmodelle

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Product Details

Brand
Springer Nature
Manufacturer
N/A
Part Number
0
GTIN
9783658045852
Condition
New
Product Description

Die Markenidentitt als gestaltbares Fhrungs- und Managementkonzept auf der einen Seite und das Markenimage als wahrgenommenes Akzeptanzkonzept auf der anderen Seite sind die beiden Eckpfeiler des identittsorientierten Markenverstndnisses, das seit Mitte/Ende der 1990er Jahre als vorherrschend gilt. Sieben Anstze zur Erfassung und Beschreibung der Markenidentitt namentlich die von Aaker; Bates; Burmann; Esch; Henrion, Ludlow & Schmidt; Kapferer sowie McKinsey werden vorgestellt. Anschlieend erfolgt eine vergleichende Bewertung der Anstze anhand von fnf Kriterien. Im Fazit am Ende der Arbeit empfiehlt der Autor ein modifiziertes Modell.

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