Marken stark machen: Techniken der Markenführung: Techniken Der Markenfuhrung

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9783527503308: Marken stark machen: Techniken der Markenführung: Techniken Der Markenfuhrung
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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 Cherie: 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.

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Klaus Brandmeyer, Peter Pirck, Andreas Pogoda, Christian Prill
Verlag: Wiley-VCH 2008-02-15, Weinheim (2008)
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Buchbeschreibung Wiley-VCH 2008-02-15, Weinheim, 2008. hardback. Zustand: New. Bestandsnummer des Verkäufers 9783527503308

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Buchbeschreibung Zustand: New. Publisher/Verlag: Wiley-VCH | Techniken der Markenführung | How can a provider generate a generally positive image, motivate people to buy and bond customers over the long term? This guide presents concrete, tried-and-tested criteria and techniques for developing and managing brands. | 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. | Vorwort1 Markentechnik: Eine Einführung2 Entscheidungshilfen für Markenmanager3 Mut zur eigenen Gestalt4 Beim Werben ans Verkaufen denken5 Das Erfolgsmuster der Marke entschlüsselnEin Wort zum SchlussAnhang: Studie Kommunikationsmuster: Werbung mit dem eigenen Muster managenIndex | Format: Hardback | 714 gr | 202 pp. Bestandsnummer des Verkäufers K9783527503308

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Klaus Brandmeyer,Peter Pirck,Andreas Pogoda,Christian Prill
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Buchbeschreibung Wiley VCH 2008-02-15, 2008. Zustand: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Bestandsnummer des Verkäufers NU-LBR-00565854

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Von Klaus Brandmeyer, Peter Pirck, Andreas Podogda U. A.; Brandmeyer, Klaus; Pirck, Peter; Pogoda, Andreas
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Buchbeschreibung Wiley-Vch, 2008. Hardcover. Zustand: Brand New. 202 pages. German language. In Stock. Bestandsnummer des Verkäufers __3527503307

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Buchbeschreibung Wiley VCH, 2008. HRD. Zustand: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Bestandsnummer des Verkäufers FW-9783527503308

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Klaus Brandmeyer
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Buchbeschreibung Wiley VCH Verlag Gmbh Feb 2008, 2008. Buch. Zustand: Neu. Neuware - 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. 202 pp. Deutsch. Bestandsnummer des Verkäufers 9783527503308

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Klaus Brandmeyer
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Buchbeschreibung Wiley VCH Verlag Gmbh Feb 2008, 2008. Buch. Zustand: Neu. Neuware - 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. 202 pp. Deutsch. Bestandsnummer des Verkäufers 9783527503308

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Klaus Brandmeyer
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Buchbeschreibung Wiley VCH Verlag Gmbh Feb 2008, 2008. Buch. Zustand: Neu. Neuware - 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. 202 pp. Deutsch. Bestandsnummer des Verkäufers 9783527503308

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Klaus Brandmeyer, Peter Pirck, Andreas Pogoda
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Buchbeschreibung Wiley-VCH Verlag GmbH, Germany, 2008. Hardback. Zustand: New. Language: German,English . Brand New Book. 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 Cherie: 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. Bestandsnummer des Verkäufers KNV9783527503308

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Klaus Brandmeyer
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Buchbeschreibung Wiley VCH Verlag Gmbh Feb 2008, 2008. Buch. Zustand: Neu. Neuware - 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. 202 pp. Deutsch. Bestandsnummer des Verkäufers 9783527503308

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