Marken erfolgreich gestalten
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Marken erfolgreich gestalten: Die 20 wichtigsten Grundsätze der Markenführung

Marken erfolgreich gestalten: Die 20 wichtigsten Grundsätze der Markenführung


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About the Book

Ein kompakter Überblick über die nützlichsten Konzepte und Methoden für die Entwicklung starker Marken, die sich im Wettbewerb erfolgreich differenzieren. Die 20 Grundsätze basieren auf dem weltweit aktuellsten Wissensstand über Marken, ihre Etablierung und Weiterentwicklung. Sie zeigen die verschiedenen Möglichkeiten auf, die Manager bei der Gestaltung von Marken haben, und wie Sie damit direkten Einfluss auf Unternehmensstrategie und -erfolg nehmen können. Die deutsche Ausgabe ist mehr als eine Übersetzung. Die Autoren veranschaulichen anhand von Fallbeispielen aus dem deutschsprachigen Raum, warum man Marken als Vermögenswerte betrachten sollte und wie man eine strategische Markenvision entwickelt, diese ganzheitlich umsetzt und gegenüber Kunden einlöst. Gleichzeitig wird gezeigt, wie man Marken in neue Produktkategorien erweitert, sie gegenüber Angriffen des Wettbewerbs schützt, ihre Relevanz langfristig erhält und warum man das eigene Markenportfolioals Ökosystem betrachten sollte.

Table of Contents:
Marken als Vermögensgegenstände von strategischer Bedeutung verstehen.- Eine überzeugende Markenvision entwickeln.- Die Marke zum Leben erwecken.- Die Relevanz der Marke bewahren und erhalten.- Das Markenportfolio als Ökosystem verstehen und managen.

About the Author :
Professor Dr. David Aaker ist Vice-Chairman von Prophet und emeritierter Professor der Haas School of Business der Universität Berkeley, Kalifornien, USA. Professor Dr. Florian Stahl hält den Lehrstuhl für Quantitatives Marketing und Konsumentenverhalten an der Universität Mannheim. Felix Stöckle ist Partner von Prophet, Berlin.

Review :
“… Das Buch lässt sich wunderbar als Nachschlagewerk und Ideenquelle nutzen. Unzählige Beispiele sorgen für ein leichtes Verständnis selbst komplizierter Sachverhalte. Abbildungen und Infokästchen tun ihr Übriges. Noch dazu ist das Buch lebendig und flüssig geschrieben. … Ein Buch vor allem für Marketingmanager und Werbetreibende.” (werbewoche, Heft 1, 2017)


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Product Details
  • ISBN-13: 9783658063856
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Publisher Imprint: Springer Gabler
  • Height: 240 mm
  • No of Pages: 194
  • Sub Title: Die 20 wichtigsten Grundsätze der Markenführung
  • ISBN-10: 3658063858
  • Publisher Date: 12 Sep 2015
  • Binding: SA
  • Language: German
  • Returnable: Y
  • Width: 168 mm


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Marken erfolgreich gestalten: Die 20 wichtigsten Grundsätze der Markenführung
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Marken erfolgreich gestalten: Die 20 wichtigsten Grundsätze der Markenführung
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