Marken stark machen - Brandmeyer, Klaus / Pirck, Peter / Pogoda, Andreas / Prill, Christian
Marktplatzangebote
Gebraucht bestellen
5 Angebote ab € 5,96 €
  • Gebundenes Buch

What are the principles that made Starbucks coffee shops a success? How was Kieser Training able to establish itself as a brand on the market? How did Alpecin develop from a granny product into today s bestseller? How can a provider generate a generally positive image, motivate people to buy and bond customers over the long term? This is the area of brand technology and the subject of this guide. It presents concrete, tried-and-tested criteria and techniques for developing and managing brands. The authors explain how sending out the right signals can have the desired effect in consumers minds…mehr

Produktbeschreibung
What are the principles that made Starbucks coffee shops a success? How was Kieser Training able to establish itself as a brand on the market? How did Alpecin develop from a granny product into today s bestseller? How can a provider generate a generally positive image, motivate people to buy and bond customers over the long term? This is the area of brand technology and the subject of this guide. It presents concrete, tried-and-tested criteria and techniques for developing and managing brands.
The authors explain how sending out the right signals can have the desired effect in consumers minds such that they draw their own positive conclusions. This is how Ferrero works, for example, with Mon Chérie: With the shortage of the product due to seasonal availability (summer break), the customer believes that this is a particularly valuable and popular product.
By way of "Seven commandments for strong brands" the authors show how to exert the most influence on consumers and which services, arguments or designs work best. These commandments include: "Be different!" and "Make your brand a conversation piece!"
These principles are then applied to all relevant levels of brand management: Products and positioning, brand design, pricing, service, presence and communication. A further chapter is devoted to advertising with a particular emphasis on rhetoric and persuasive strategies, e.g. evidence and example.
Finally, the authors deal with the topic of market research and explain how to use the right method of analysis to exactly determine which brand elements contribute to consumer willingness and brand bonding.
Autorenporträt
Dr. Klaus Brandmeyer ist Gründungspartner der Brandmeyer Markenberatung in Hamburg und promovierter Sprach- und Literaturwissenschaftler. Zunächst war er Geschäftsführer internationaler Werbeagenturen und später Direktoriumsmitglied des Instituts für Markentechnik in Genf. Gastprofessuren in Berlin, Innsbruck, Wien und Potsdam. Brandmeyer arbeitete für Marken, wie z. B. Dr. Oetker, Sparkasse, Alpecin, Henkel, Procter Gamble, Swarovski, Bayer und Ratiopharm.

Peter Pirck ist Mitbegründer und Gesellschafter von Brandmeyer Markenberatung und BrandBalance Ltd. Der Diplom-Soziologe war zuvor langjähriger Projektleiter am Institut für Markentechnik, Genf.

Andreas Pogoda ist Mitbegründer und Gesellschafter der Brandmeyer Markenberatung. Früher Agenturtätigkeit und langjähriger Projektleiter am Institut für Markentechnik, Genf.

Christian Prill ist Mitbegründer und Gesellschafter der Brandmeyer Markenberatung. Der Diplom-Soziologe war Herausgeber des Jahrbuch Markentechnik und Projektleiter am Institut für Markentechnik, Genf.
Rezensionen
"...Die neue Pflichtlektüre für alle, die sich mit dem Thema Marke beschäftigen..." (Marketing Journal, Nr. 12/2007 vom 01.12.2007)

"...Mehr brauchen starke Marken nicht. Warum 200 Seiten und mehr lesen, wenn's auch kürzer geht. Und das es geht, zeigt dieses Buch auf eindrucksvolle Weise. Mein Fazit: Ein starkes Buch. Für starke Marken!"
(www.markenlexikon.com, Februar 2008)