Markenpolitik: Markenwirkungen - Markenführung - Markenforschung
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Wiesbaden
Gabler
2001
|
| Ausgabe: | 1. Aufl. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 380 S. Ill., graph. Darst. |
| ISBN: | 3409116664 |
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| adam_text | Titel: Markenpolitik
Autor: Baumgarth, Carsten
Jahr: 2001
Inhaltsverzeichnis XI
Inhaltsverzeichnis
A. Basics der Marke.......................................................................................................1
1. Begriff der Marke...................................................................................................2
2. Historie der Marke.................................................................................................7
3. Aktuelle Rahmenbedingungen der Marke............................................................10
4. Markenrecht.........................................................................................................17
5. Grundkonzepte der Markenpolitik.......................................................................20
5.1 Funktionsorientierter Ansatz..........................................................................20
5.2 Entscheidungsorientierter Ansatz...................................................................21
5.3 Verhaltenswissenschaftlicher Ansatz.............................................................22
5.4 Strategischer Ansatz.......................................................................................22
5.5 Identitätsorientierter Ansatz...........................................................................22
5.6 Informationsökonomischer Ansatz................................................................24
6. Bezugsrahmen der Markenpolitik........................................................................25
B. Markenwirkungen...................................................................................................29
1. Grundlagen...........................................................................................................31
1.1 Grundkonzepte............................................................................................31
1.2 Strukturmodell.............................................................................................33
2. Markenverarbeitung.............................................................................................36
2.1 Involvement.................................................................................................36
2.2 Markenwissen..............................................................................................39
2.2.1 Grundmodell des menschlichen Gedächtnisses................................39
2.2.2 Assoziative Netzwerke und Schemata..............................................40
2.2.3 Marken-Netzwerke...........................................................................44
2.2.4 Means-End-Ansätze.........................................................................45
2.2.5 Imagery-Ansätze..............................................................................47
XII Inhaltsverzeichnis
2.2.6 Veränderung von Markenwissen (Lerntheorien)..............................51
2.2.7 Abruf von Markenwissen.................................................................56
2.3 Markenwahrnehmung und -Interpretation...................................................59
2.3.1 Aufmerksamkeit und Wahrnehmung................................................59
2.3.2 Kategorisierung................................................................................64
2.3.3 Rahmung (framing)..........................................................................68
2.4 Markenbeurteilung, -einstellung und -präferenz..........................................71
2.4.1 High-Involvement Markeinstellung und -Präferenzen.....................71
2.4.2 Low-Involvement Markeneinstellung und -Präferenzen..................74
2.5 Markenwahl.................................................................................................76
2.5.1 Set-Konzepte....................................................................................77
2.5.2 High-Involvement Markenwahl.......................................................79
2.5.3 Low-Involvement Markenwahl........................................................79
3. Markenverhalten..................................................................................................81
3.1 Markentreue und -Wechsel...........................................................................81
3.1.1 Behavioristische Ansätze.................................................................83
3.1.2 Neo-Behavioristische Ansätze..........................................................85
3.1.3 Kombinierte Ansätze........................................................................86
3.2 Symbolisches Markenverhalten...................................................................88
4. Markenumwelt.....................................................................................................90
4.1 Soziale Umwelt...........................................................................................90
4.1.1 Makroebene......................................................................................90
4.1.2 Mikroebene.......................................................................................93
4.1.2.1 Referenzgruppe..................................................................93
4.1.2.2 Familie und Haushalt.........................................................98
4.2 Semiotik.....................................................................................................102
C. Markenführung.....................................................................................................113
1. Markenpositionierung........................................................................................114
1.1 Grundlagen der Markenpositionierung......................................................114
1.2 Alternativen der Positionierung.................................................................118
2. Markenstrategien................................................................................................124
2.1 Statische Markenstrategien........................................................................124
2.1.1 Breite der Markenstrategie.............................................................124
Inhaltsverzeichnis XIII
2.1.2 Tiefe der Markenstrategie...............................................................126
2.1.3 Markenhierarchie............................................................................128
2.1.4 Markenportfolio.............................................................................131
2.2 Dynamische Markenstrategien..................................................................132
2.2.1 Markentransfer...............................................................................133
2.2.2 Markenrestrukturierung..................................................................140
2.2.3 Neumarken.....................................................................................141
2.2.4 Bereinigung des Markenportfolios.................................................143
2.2.5 Markenwechsel...............................................................................145
3. Markenelemente.................................................................................................148
3.1 Markenname..............................................................................................148
3.2 Logo...........................................................................................................155
3.3 Charaktere..................................................................................................157
3.4 Slogan und Jingle.......................................................................................158
3.5 Verpackung................................................................................................159
3.6 Schlüsselbild..............................................................................................160
3.7 Beurteilung und Integration von Markenelementen..................................161
4. Markenanreicherung..........................................................................................163
4.1 Co-Branding..............................................................................................164
4.2 Lizenzen....................................................................................................168
4.3 Testimonial................................................................................................169
4.4 Sponsoring.................................................................................................171
4.5 Country-of-Origin......................................................................................173
4.6 Beurteilung der Markenanreicherungsoptionen.........................................177
5. Umsetzung und Implementierung......................................................................178
5.1 Marketing-Mix..........................................................................................178
5.1.1 Einzelinstrumente...........................................................................178
5.1.2 Beurteilung und Integrierter Marketing-Mix..................................187
5.2 Organisation..............................................................................................191
5.3 Personalpolitik...........................................................................................194
XIV________________________________________________Inhaltsverzeichnis
D. Markenforschung..................................................................................................199
1. Grundlegende Messansätze................................................................................200
1.1 Überblick...................................................................................................200
1.2 Sekundärforschung....................................................................................202
1.3 Befragung..................................................................................................203
1.3.1 Qualitative Befragung....................................................................204
1.3.2 Quantitative Befragung..................................................................210
1.4 Beobachtung..............................................................................................215
1.5 Panel..........................................................................................................217
1.5.1 Basis- und Sonderformen...............................................................218
1.5.2 Methodische Probleme...................................................................221
1.6 Experiment ....^...........................................................................................223
1.6.1 Experimentalanordnungen..............................................................223
1.6.2 Praxisformen von Experimenten....................................................226
2. Messung des Markenwertes...............................................................................228
2.1 Verwendungszwecke von Markenwerten..................................................229
2.2 Ansätze der Markenbewertung..................................................................233
2.3. Beurteilung und Grenzen...........................................................................240
3. Netzwerkanalysen..............................................................................................245
3.1 Erhebung und Aufbereitung von Netzwerken...........................................245
3.2 Auswertung von Netzwerken....................................... .............................248
4. Positionierungsmodelle......................................................................................251
4.1 Grundmodell..............................................................................................251
4.2 Positionierungsmodelle.............................................................................254
4.2.1 PERCEPTOR.................................................................................254
4.2.2 TRINODAL...................................................................................255
4.2.3 WISA..............................................................................................257
4.2.4 Praxisansätze..................................................................................260
4.2.5 Beurteilung der Positionierungsmodelle........................................263
Inhaltsverzeichnis XV
E. Markenkontexte.....................................................................................................271
1. Leistungsspezifische Markenpolitik...................................................................272
1.1 Dienstleistungsmarken...............................................................................272
1.2 B-to-B-Marken..........................................................................................276
1.3 Handelsmarken..........................................................................................285
2. Spezielle Situationen und Märkte......................................................................289
2.1 Mergers Akqisitions..............................................................................289
2.2 Internationale Märkte................................................................................291
2.3 Internet-Marken.........................................................................................295
F. Fallstudien..............................................................................................................303
1. Einleitung...........................................................................................................304
2. Markentransfer von FIT FOR FUN...................................................................306
2.1 Markenkontext...........................................................................................306
2.2 Markenpositionierung und Markenelemente.............................................307
2.3 Markenstrategie und Markenanreicherung................................................311
2.4 Markentransfer..........................................................................................311
3. Markenpositionierung von NOKIA...................................................................314
3.1 Markenkontext...........................................................................................314
3.2 Markenpositionierung und Markenelemente.............................................315
3.3 Markenstrategie.........................................................................................317
3.4 Erfolg der Marke NOKIA..........................................................................319
3.5 Herausforderungen für die Marke NOKIA................................................320
G. Serviceteil...............................................................................................................323
1. Glossar...............................................................................................................324
2. Markenstudien....................................................................................................343
3. Literaturverzeichnis...........................................................................................347
4. Stichwortverzeichnis..........................................................................................375
|
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| author | Baumgarth, Carsten 1968- |
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| illustrated | Illustrated |
| indexdate | 2025-02-20T06:42:18Z |
| institution | BVB |
| isbn | 3409116664 |
| language | German |
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| physical | XV, 380 S. Ill., graph. Darst. |
| publishDate | 2001 |
| publishDateSearch | 2001 |
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| publisher | Gabler |
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| spellingShingle | Baumgarth, Carsten 1968- Markenpolitik Markenwirkungen - Markenführung - Markenforschung Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4144679-3 |
| title | Markenpolitik Markenwirkungen - Markenführung - Markenforschung |
| title_auth | Markenpolitik Markenwirkungen - Markenführung - Markenforschung |
| title_exact_search | Markenpolitik Markenwirkungen - Markenführung - Markenforschung |
| title_full | Markenpolitik Markenwirkungen - Markenführung - Markenforschung Carsten Baumgarth |
| title_fullStr | Markenpolitik Markenwirkungen - Markenführung - Markenforschung Carsten Baumgarth |
| title_full_unstemmed | Markenpolitik Markenwirkungen - Markenführung - Markenforschung Carsten Baumgarth |
| title_short | Markenpolitik |
| title_sort | markenpolitik markenwirkungen markenfuhrung markenforschung |
| title_sub | Markenwirkungen - Markenführung - Markenforschung |
| topic | Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenpolitik |
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Inhaltsverzeichnis
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