5: Markenmanagement Flashcards

1
Q

Funktion einer Marke

A
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2
Q

Markenwert

A
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3
Q

Faktoren, die Markenwert beeinflussen

A
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4
Q

Markenwissen - Überblick

A
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5
Q

Markenwissen - Grad der Aktualität

A
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6
Q

Markenwissen - Markenimage

A

Desto mehr Sinne im Spiel sind, desto besser ist die Marke -> Markenbild

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7
Q

Identitätsbasierte Markenführung

A
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8
Q

Führungskonzept Markenidentität

A
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9
Q

Markenidentitätsansatz von Aaker - Dimensionen

A
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10
Q

Markenidentitätsanssatz nach Esch - Markensteuerrad

A

Bsp: Tennessee Whiskey

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11
Q

Markenerweiterung - Bsp Nivea

A

Wissen immer „nur“ Markenpotential

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12
Q

Mehrmarkenstrategie

A
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13
Q

Ziel Mehrmarkenstrategie - Bsp VW Konzern

A

= größter Automobilanbierter der Welt

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14
Q

Mehrmarkenstratgie - Vor- & Nachteile

A
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15
Q

Grundlegende Markenstrategien

A
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16
Q

Markenarchitekturen

A