Markenpolitik: Markenwirkungen - Markenführung - Markencontrolling
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | German |
| Veröffentlicht: |
Wiesbaden
Gabler
2004
|
| Ausgabe: | 2., überarb. und erw. Aufl. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 427 S. Ill., graph. Darst. |
| ISBN: | 3409216669 |
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| 250 | |a 2., überarb. und erw. Aufl. | ||
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Datensatz im Suchindex
| _version_ | 1804130623644762112 |
|---|---|
| adam_text | Titel: Markenpolitik
Autor: Baumgarth, Carsten
Jahr: 2004
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.........................................................................................................18
5. Grundkonzepte der Markenpolitik.......................................................................21
5.1 Funktionsorientierter Ansatz..........................................................................21
5.2 Entscheidungsorientierter Ansatz..................................................................22
5.3 Verhaltenswissenschaftlicher Ansatz.............................................................23
5.4 Strategischer Ansatz......................................................................................23
5.5 Identitätsorientierter Ansatz...........................................................................23
5.6 Informationsökonomischer Ansatz................................................................25
6. Bezugsrahmen der Markenpolitik........................................................................26
B. Markenwirkungen...................................................................................................31
1. Grundlagen..........................................................................................................33
1.1 Grundkonzepte............................................................................................33
1.2 Strukturmodell.............................................................................................34
2. Markenverarbeitung.............................................................................................37
2.1 Involvement.................................................................................................37
2.2 Markenwissen.............................................................................................40
2.2.1 Grundmodell des menschlichen Gedächtnisses...............................40
2.2.2 Assoziative Netzwerke und Schemata.............................................41
2.2.3 Marken-Netzwerke..........................................................................45
2.2.4 Means-End-Ansätze.........................................................................46
2.2.5 Imagery-Ansätze..............................................................................48
XII___________________________________________________Inhaltsverzeichnis
2.2.6 Neuronale Ansätze...........................................................................52
2.2.7 Veränderung von Markenwissen (Lemtheorien).............................52
2.2.8 Abruf von Markenwissen.................................................................58
2.3 Markenwahrnehmung und -interpretation...................................................61
2.3.1 Aufmerksamkeit und Wahrnehmung...............................................61
2.3.2 Kategorisierung................................................................................66
2.3.3 Rahmung („framing )......................................................................70
2.4 Markeneinstellung, -präferenz und -vertrauen............................................73
2.4.1 High-Involvement Markeinstellung und -Präferenzen.....................73
2.4.2 Low-Involvement Markeneinstellung und -Präferenzen..................76
2.4.3 Markenvertrauen..............................................................................78
2.5 Markenwahl.................................................................................................79
2.5.1 Set-Konzepte....................................................................................80
2.5.2 High-Involvement Markenwahl.......................................................82
2.5.3 Low-Involvement Markenwahl........................................................82
3. Markenverhalten..................................................................................................84
3.1 Markentreue und Markenbindung...............................................................84
3.2 Symbolisches Markenverhalten..................................................................89
4. Markenumwelt.....................................................................................................91
4.1 Soziale Umwelt...........................................................................................91
4.1.1 Makroebene.....................................................................................91
4.1.2 Mikroebene......................................................................................94
4.1.2.1 Referenzgruppe..................................................................94
4.1.2.2 Familie und Haushalt.........................................................99
4.2 Semiotik.....................................................................................................104
C. Markenführung......................................................................................................115
1. Markenpositionierung.........................................................................................116
1.1 Grundlagen der Markenpositionierung.......................................................116
1.2 Alternativen der Positionierung..................................................................120
2. Markenstrategien................................................................................................127
2.1 Statische Markenstrategien.........................................................................127
2.1.1 Art der Markenstrategie..................................................................128
2.1.2 Breite der Markenstrategie..............................................................132
Inhaltsverzeichnis XIII
2.1.3 Tiefe der Markenstrategie...............................................................134
2.1.4 Markenhierarchie............................................................................135
2.1.5 Markenportfolio..............................................................................139
2.2 Dynamische Markenstrategien...................................................................142
2.2.1 Markentransfer................................................................................142
2.2.2 Markenrestrukturierung..................................................................150
2.2.3 Neumarken......................................................................................151
2.2.4 Bereinigung des Markenportfolios..................................................154
2.2.5 Markenwechsel...............................................................................156
3. Branding.............................................................................................................160
3.1 Brandingelemente......................................................................................160
3.1.1 Markenname...................................................................................160
3.1.2 Logo................................................................................................167
3.1.3 Charaktere.......................................................................................169
3.1.4 Slogan und Jingle............................................................................170
3.1.5 Verpackung und Design..................................................................171
3.1.6 Schlüsselbild...................................................................................172
3.2 Beurteilung und Integration von Brandingelementen................................173
4. Markenanreicherung...........................................................................................176
4.1 Konzept und praktische Bedeutung............................................................176
4.2 Optionen der Markenanreicherung.............................................................178
4.2.1 Co-Branding....................................................................................178
4.2.2 Lizenzen..........................................................................................182
4.2.3 Testimonial.....................................................................................184
4.2.4 Sponsoring......................................................................................186
4.2.5 Country-of-Origin...........................................................................187
4.3 Beurteilung der Markenanreicherungsoptionen.........................................191
5. Umsetzung und Implementierung.......................................................................193
5.1 Marketing-Mix...........................................................................................193
5.1.1 Einzelinstrumente...........................................................................193
5.1.2 Beurteilung und Integrierter Marketing-Mix..................................202
5.2 Organisation...............................................................................................206
5.3 Personalpolitik............................................................................................209
XIV Inhaltsverzeichnis
D. Markencontrolling.................................................................................................215
1. Grundlegende Ansätze........................................................................................216
1.1 Überblick....................................................................................................216
1.2 Sekundärforschung.....................................................................................218
1.3 Befragung...................................................................................................219
1.3.1 Qualitative Befragung.....................................................................220
1.3.2 Quantitative Befragung...................................................................226
1.4 Beobachtung...............................................................................................231
1.5 Panel...........................................................................................................233
1.5.1 Basis- und Sonderformen................................................................234
1.5.2 Methodische Probleme....................................................................237
1.6 Experiment.................................................................................................239
1.6.1 Experimentalanordnungen..............................................................239
1.6.2 Praxisformen von Experimenten.....................................................242
2. Markenpersönlichkeitsmessung...........................................................................244
2.1 Ansätze zur Messung der Markenpersönlichkeit........................................244
2.1.1 Adjektivlisten..................................................................................244
2.1.2 Brand Personality Gameboard vonMcKinsey................................245
2.1.3 Implizites System von NFO Infratest..............................................246
2.1.4 Analogiebildungen..........................................................................247
2.1.5 Visuelle Verfahren..........................................................................247
2.1.6 Brand House von Tension Analysis + Planning..............................248
2.2 Beurteilung der Markenpersönlichkeitsansätze..........................................249
3. Netzwerkanalysen...............................................................................................251
3.1 Erhebung und Aufbereitung von Netzwerken............................................251
3.2 Auswertung von Netzwerken.....................................................................254
4. Positionierungsmodelle.......................................................................................257
4.1 Grundmodell..............................................................................................257
4.2 Positionierungsmodelle..............................................................................260
4.2.1 PERCEPTOR..................................................................................260
4.2.2 TRINODAL....................................................................................261
4.2.3 WISA..............................................................................................263
4.2.4 Praxisansätze...................................................................................266
Inhaltsverzeichnis XV
4.3 Beurteilung der Positionierungsmodelle....................................................269
5. Markentreuemessung..........................................................................................272
5.1 Ansätze zur Messung der Markentreue......................................................273
5.1.1 Kaufreihenfolge-Konzept................................................................273
5.1.2 Marktanteils-Konzept......................................................................273
5.1.3 Markenanzahl-Konzept...................................................................274
5.1.4 Präferenz- und Kaufabsichts-Konzepte...........................................274
5.1.5 Conversion-Modell.........................................................................275
5.1.6 Beziehungsqualitäts-Konzept..........................................................276
5.1.7 Zweidimensionales Konzept...........................................................277
5.1.8 Informationssuche-Konzept............................................................278
5.2 Beurteilung der Markentreue-Ansätze.......................................................278
6. Messung des Markenwertes................................................................................282
6.1 Verwendungszwecke von Markenwerten...................................................283
6.2 Ansätze der Markenbewertung...................................................................287
6.2.1 Ansatz von Kern.............................................................................288
6.2.2 Conjoint-Ansatz..............................................................................290
6.2.3 Interbrand-Ansatz...........................................................................290
6.2.4 GfK/PwC/Sattler.............................................................................291
6.2.5 Markenwissen.................................................................................292
6.2.6 Brand Asset Valuator von Young Rubicam................................293
6.2.7 Markeneisberg von Icon..................................................................294
6.2.8 Reputation Quaotient......................................................................296
6.3 Beurteilung und Grenzen...........................................................................297
E. Markenkontexte.....................................................................................................307
1. Leistungsspezifische Markenpolitik...................................................................308
1.1 Dienstleistungsmarken...............................................................................308
1.2 B-to-B-Marken...........................................................................................313
1.3 Handelsmarken...........................................................................................322
2. Temporäre und Marktraumspezifische Markenpolitik.......................................326
2.1 Mergers Acquisitions.............................................................................326
2.2 Internationale Märkte.................................................................................328
2.3 Internet-Marken..........................................................................................332
XVI Inhaltsverzeichnis
F. Fallstudien...............................................................................................................339
1. Einleitung...........................................................................................................340
2. Markentransfer von FIT FOR FUN....................................................................343
2.1 Markenkontext...........................................................................................343
2.2 Markenpositionierung und Branding..........................................................344
2.3 Markenstrategie und Markenanreicherung.................................................348
2.4 Markentransfer...........................................................................................349
3. Markenpositionierung von NOKIA....................................................................352
3.1 Markenkontext...........................................................................................352
3.2 Markenpositionierung und Branding..........................................................353
3.3 Markenstrategie..........................................................................................355
3.4 Erfolg der Marke NOKIA..........................................................................357
3.5 Herausforderungen für die Marke NOKIA................................................359
G. Serviceteil................................................................................................................361
1. Glossar................................................................................................................362
2. Markenstudien....................................................................................................382
3. Literaturverzeichnis............................................................................................386
4. Stichwortverzeichnis...........................................................................................421
|
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| spelling | Baumgarth, Carsten 1968- Verfasser (DE-588)120323052 aut Markenpolitik Markenwirkungen - Markenführung - Markencontrolling Carsten Baumgarth 2., überarb. und erw. Aufl. Wiesbaden Gabler 2004 XVI, 427 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Markenpolitik (DE-588)4144679-3 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010780551&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Baumgarth, Carsten 1968- Markenpolitik Markenwirkungen - Markenführung - Markencontrolling Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4123623-3 |
| title | Markenpolitik Markenwirkungen - Markenführung - Markencontrolling |
| title_auth | Markenpolitik Markenwirkungen - Markenführung - Markencontrolling |
| title_exact_search | Markenpolitik Markenwirkungen - Markenführung - Markencontrolling |
| title_full | Markenpolitik Markenwirkungen - Markenführung - Markencontrolling Carsten Baumgarth |
| title_fullStr | Markenpolitik Markenwirkungen - Markenführung - Markencontrolling Carsten Baumgarth |
| title_full_unstemmed | Markenpolitik Markenwirkungen - Markenführung - Markencontrolling Carsten Baumgarth |
| title_short | Markenpolitik |
| title_sort | markenpolitik markenwirkungen markenfuhrung markencontrolling |
| title_sub | Markenwirkungen - Markenführung - Markencontrolling |
| topic | Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenpolitik Lehrbuch |
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