Das Corporate Image als Zielgröße der Corporate Identity
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Home > Business and Economics > Business and Management > Management and management techniques > Das Corporate Image als Zielgröße der Corporate Identity: Relevanz und Analyse der Corporate Identity der Marke Volkswagen
Das Corporate Image als Zielgröße der Corporate Identity: Relevanz und Analyse der Corporate Identity der Marke Volkswagen

Das Corporate Image als Zielgröße der Corporate Identity: Relevanz und Analyse der Corporate Identity der Marke Volkswagen


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About the Book

Projektarbeit aus dem Jahr 2023 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,0, Duale Hochschule Baden-Württemberg, Stuttgart, früher: Berufsakademie Stuttgart (Wirtschaft), Sprache: Deutsch, Abstract: Alle Erfahrungen und Assoziationen einer Person mit einem Unternehmen führen zu einer komplexen Gesamteinschätzung der Unternehmenspersönlichkeit. Diese abstrakte Größe wird als Unternehmensimage, ferner als Corporate Image bezeichnet. Die vorliegende Arbeit untersucht das Verhältnis zwischen Corporate Image und Corporate Identity der Marke Volkswagen. Mit Hilfe einer quantitativen Imagebefragung soll herausgefunden werden, in welchem Verhältnis das Fremdbild zum Selbstbild der Marke steht. Hierzu ordnet diese Arbeit zunächst den Begriff der Corporate Identity in den Gesamtzusammenhang eines Unternehmens ein, definiert essenzielle Bestandteile und gibt einen Überblick über das Verhältnis zum Corporate Image. Ferner wird die Corporate Identity der Marke Volkswagen untersucht, um Identifizierungsattribute der Marke Volkswagen zu definieren, welche anschließend als Grundlage der Imagebefragung dienen. Ziel der Befragung ist es, Abweichungen zwischen Fremd- und Selbstbild der Marke zu identifizieren und entsprechende Handlungsempfehlungen zu erarbeiten. 32 Milliarden Euro Schadensersatz, 5 Millionen betroffene Dieselmotoren und ein erheblicher Vertrauensverlust. Der Volkswagen-Dieselskandal geht als Wendepunkt in die Unternehmensgeschichte ein. Das Image der Marke Volkswagen hat nachhaltig unter den Folgen des Abgasskandals gelitten. So verzeichnete Volkswagen in den Monaten nach Bekanntwerden einen deutlichen Imageverlust, der bis heute weiter anhält. Dabei sind das Image und die Stärke einer Marke in Zeiten der Digitalisierung von entscheidender Bedeutung für den Erfolg eines Unternehmens. Sie helfen, die Übersicht zu bewahren, schaffen Orientierung und erleichtern die Entscheidung für oder gegen ein Produkt. Unternehmen gleichen eine


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Product Details
  • ISBN-13: 9783346950437
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 44
  • Spine Width: 3 mm
  • Weight: 122 gr
  • ISBN-10: 3346950433
  • Publisher Date: 01 Oct 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Relevanz und Analyse der Corporate Identity der Marke Volkswagen
  • Width: 148 mm


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Das Corporate Image als Zielgröße der Corporate Identity: Relevanz und Analyse der Corporate Identity der Marke Volkswagen
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