Markentools II - New Brand Sprint
Home > Business and Economics > Business and Management > Sales and marketing > Brands and branding > Markentools II - New Brand Sprint: In 3 Stunden eine relevante Markenpositionierung entwickeln(essentials)
Markentools II - New Brand Sprint: In 3 Stunden eine relevante Markenpositionierung entwickeln(essentials)

Markentools II - New Brand Sprint: In 3 Stunden eine relevante Markenpositionierung entwickeln(essentials)


     0     
5
4
3
2
1



International Edition


X
About the Book

Dieses Buch bietet eine umfassende Anleitung zur agilen und kollaborativen Markenpositionierung mit dem New Brand Sprint. Es behandelt die historische Entwicklung der Markenpositionierung, moderne Ansätze und innovative Werkzeuge, die Marken dabei unterstützen, sich in einem überkommunizierten Markt zu differenzieren.  Der Inhalt: Geschichte der Markenpositionierung: Von den frühen Konzepten der Unique Selling Proposition (USP) bis zu den neuesten Theorien und Modellen Aktuelle Herausforderungen der Markenpositionierung New Brand Sprint Methodik: Eine detaillierte Beschreibung dieses  agilen Ansatz zur schnellen und effektiven Markenpositionierung. Praktische Anwendung und Beispiele für die Durchführung des New Brand Sprint. Durch den im Buch vorgestellten New Brand Sprint Methodik können Marken ihre Differenzierungsmerkmale klar herausarbeiten und ihre Zielgruppe effektiv ansprechen. Im Vergleich zu klassischen Vorgehensweisen kann sich mit dem New Brand Sprint in 3 Stunden eine gute Positionierung erarbeitet werden. Die Zielgruppe dieses Buches umfasst Marketing- und Markenmanager, Werbeagenturen, Unternehmensberater sowie Studierende und Akademiker im Bereich Marketing und Markenmanagement.

Table of Contents:
Grundlagen der Markenpositionierung.- Wie Markenpositionierung in der VUCA-Welt gelingt.- Was Designforschung als neuer Ansatz der Markenwissenschaft leisten kann.- Wie Sprint-Formate Prozesse im Marketing und der Markenführung beschleunigen.- Wie Sie mit dem New Brand Sprint in drei Stunden zu einer tragfähigen Positionierung Ihrer Marke kommen.

About the Author :
Prof. Dr. Carsten Baumgarth ist Professor für Markenführung an der HWR – Hochschule für Recht und Wirtschaft, Berlin. Er betreibt in Berlin das B*lab, ein Ort zur Erprobung von neuen Technologien für die Markenführung und ist Initiator des Instagram-Wissenschaftskanals „Brückenbau Marke“. Prof. Dr. Dirk-Mario Boltz ist Professor für Marketing, insbesondere Marketing-Kommunikation, an der HWR – Hochschule für Recht und Wirtschaft, Berlin.


Best Sellers


Product Details
  • ISBN-13: 9783658479350
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
  • Publisher Imprint: Springer Gabler
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: essentials
  • Width: 148 mm
  • ISBN-10: 3658479353
  • Publisher Date: 31 May 2025
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Sub Title: In 3 Stunden eine relevante Markenpositionierung entwickeln


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
Markentools II - New Brand Sprint: In 3 Stunden eine relevante Markenpositionierung entwickeln(essentials)
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG -
Markentools II - New Brand Sprint: In 3 Stunden eine relevante Markenpositionierung entwickeln(essentials)
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

Markentools II - New Brand Sprint: In 3 Stunden eine relevante Markenpositionierung entwickeln(essentials)

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    New Arrivals


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!