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Internationales Markenmanagement

This class was created by Brainscape user Marc Pastuovic. Visit their profile to learn more about the creator.

By: Marc Pastuovic
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Decks in this class (11)

Brands & Brand Management
Product vs brand,
Nutzen der marke,
Marketing vorteile starker marken
4  cards
Wert der Marke aus Sicht des Kunden (Customer-Based Brand Equity)
Das brand equity konzept,
Customer based brand equity,
Einfaches konsumentenbasiertes ma...
4  cards
Corporate, Product, Service or Retail Branding
Definition corporate brand,
Unterschied der corporate brand z...,
Optionen des corporate branding
3  cards
Grundlegende Markenstrategien
Einzelmarkenstrategie,
Mehrmarkenstrategie,
Dachmarkenstrategie
4  cards
Spezielle Markenstrategien
Markentransferstrategie,
Co branding,
Ingredient branding
4  cards
International Brand Strategies
Key problems in brand management
1  cards
International Brand Strategies - Strategische Entscheidungen
1 zielgruppe bestimmen,
2 standardisierung oder adaption,
3 positionierung
3  cards
Determinanten beim Internationalen Brand Management
Determinanten,
Elemente und einfluss der kultur,
Hofstede ansatz
6  cards
Brand Effect Models
Direkte modelle,
Moderator effekte,
Mediator effekte
3  cards
Aufbau einer empirischen Studie
Aufbau,
0 abstract,
1 introduction
7  cards
Zusätzliches
Kontrollvariable,
Eine marke beinhaltet mehr als ei...,
Testen auf reliabilitat validitat
13  cards

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Internationales Markenmanagement

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