Meine Marke Was Unternehmen Authentisch Unverwechselbar Und Langfristig Erfolgreich Macht Book PDF, EPUB Download & Read Online Free

Meine Marke

Meine Marke

Author: Hermann H. Wala
Publisher: Redline Wirtschaft
ISBN: 3864142644
Pages: 272
Year: 2011-09-15
Erfolgreiche Marken berühren, gewinnen und bewegen Kunden Herzen. Was machen Apple, Google und Co. anders als andere Unternehmen? Was steckt hinter dem Erfolg von Nespresso, Red Bull oder Starbucks? Die Spielregeln für starke Marken haben sich in den letzten Jahren dramatisch verändert. Hermann H. Wala entschlüsselt in seiner 8. überarbeiteten Auflage die Erfolgsstrategien großer Marken von heute: Die Gewinner der Entwicklung sind jene Unternehmen, die ein "WIR-Gefühl" zwischen Mensch, Marke und Medium schaffen, eine besondere emotionale Verbundenheit. Diese WIR-MARKEN müssen im gesamten Unternehmen gelebt und von der Unternehmensführung glaubwürdig verkörpert werden. Lesen Sie, mit welchen 7 Tools Entscheidungsträger ihre Marke zu einer WIR-MARKE machen – fundiert, praxisorientiert und unterhaltsam. Zusatzplus: Vorwort von Prof. Dr. Burda und 7 prominente Markenbotschafter geben in einem Interview Auskunft über Ihre Erfolgsstrategien, so zum Beispiel: Herbert Hainer, adidas AG Prof. Dr. Dr. h.c. Hermann Simon, Simon-Kucher & Partners Franz Beckenbauer Thomas Ebeling, ProSiebenSat.1 Media
Interim Manager

Interim Manager

Author: Björn Knothe
Publisher: Haufe-Lexware
ISBN: 364810375X
Pages: 224
Year: 2017-10-20
!-- Generated by XStandard version 2.0.1.0 on 2017-11-13T12:16:09 -- Nur wer sich als Interim Manager gut positioniert, wird erfolgreich sein. Das Buch stellt das professionelle Rüstzeug für einen optimalen Marktauftritt vor - von der Positionierung bis zum stimmigen Auftritt. Es beschreibt die Grundelemente einer Marke an Praxisbeispielen zur besseren Nachvollziehbarkeit. So ziehen Sie Wunschkunden an und erzielen höhere Honorare - online wie offline. Inhalte: Die Sicht des Providers Positionierung - Klarheit und Sichtbarkeit macht den Unterschied Der erste Eindruck zählt: Werkzeuge für Ihre Personal Identity, Wording und Design Der Weg zur eigenen Marke
Love Brands

Love Brands

Author: Silvia Danne
Publisher: Linde Verlag GmbH
ISBN: 3709407125
Pages: 256
Year: 2015-09-22
Wie Kunden zu Markenbotschaftern werden Was haben die einen Marken, was den anderen fehlt? Warum bleiben die einen auf der Strecke, während die anderen die Herzen der Kunden im Sturm erobern? Antworten auf diese Fragen und viele weitere mehr liefert Marketingexpertin Silvia Danne in diesem Buch. Mit neuen Ansätzen wie dem Marketing 4.0, dem Social Selling Proposition (SSP) und dem Communiting mit seinen vier „Cs“ – Community, Content, Communication, Culture – gibt sie wertvolle und innovative Impulse für Ihren Weg zu einer Love Brand. Konkrete Best Practices zeigen, wie die Umsetzung in die Praxis funktioniert. Damit Ihre Kunden Ihrer Marke eine Liebeserklärung machen und zu Markenbotschaftern werden: So wird Ihre Marke zu einer Love Brand!
The Religion of Existence

The Religion of Existence

Author: Noreen Khawaja
Publisher: University of Chicago Press
ISBN: 022640465X
Pages: 312
Year: 2016-12-02
TheReligion of Existence reopens an old debate on an important question: What was existentialism? At the heart of existentialism, Noreen Khawaja argues, is a story about secular thought experimenting with the traditions of European Christianity. This book explores how a distinctly Protestant asceticism formed the basis for the chief existentialist ideal, personal authenticity, which is reflected in approaches ranging from Kierkegaard’s religious theory of the self to Heidegger’s phenomenology of everyday life to Sartre’s global mission of atheistic humanism. Through these three philosophers, she argues, we observe how ascetic norms have shaped one of the twentieth century’s most powerful ways of thinking about identity and difference—the idea that the “true” self is not simply given but something that each of us is responsible for producing. Engaging with many central figures in modern European thought, this book will appeal to philosophers and historians of European philosophy, scholars of modern Christianity, and those working on problems at the intersection of religion and modernity.
Die Rolle von Markenbotschaftern im Rahmen der Marketing-Kommunikation von Automobilherstellern

Die Rolle von Markenbotschaftern im Rahmen der Marketing-Kommunikation von Automobilherstellern

Author: Jan Klonz
Publisher: GRIN Verlag
ISBN: 3656314179
Pages: 32
Year: 2012-11-19
Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, Hochschule für Wirtschaft und Umwelt Nürtingen-Geislingen; Standort Geislingen, Sprache: Deutsch, Abstract: überzeugen. Dies wird oftmals durch den Einsatz von Markenbotschaftern versucht. Demnach warb die Grandprix Gewinnerin Lena Meyer Landrut für Opel. Der ehemalige Fußballspieler und Trainer Franz Beckenbauer vertritt Mercedes und der prominente DJ David Guetta wirbt für den Renault Twizzy . In der Automobilindustrie sind auch Markenbotschafter aus dem Motorsport zu finden. So tritt der ehemalige Rallyeweltmeister Walter Röhrl bei Porsche Veranstaltungen auf , Hans Joachim Stuck vertritt VW und die beiden Formel 1 Fahrer von Mercedes GP Petronas (Nico Rosberg und Michael Schuhmacher) machen Werbung für die Produkte von Mercedes . In dieser Arbeit soll untersucht werden, ob und in welchen Bereichen der Einsatz von Markenbotschaftern in der Marketingkommunikation von Automobilherstellern sinnvoll ist und ob die Verpflichtung eines Markenbotschafters automatisch zum gewünschtem Erfolg führt. Ein weiteres Ziel ist es aufzuzeigen, welche Möglichkeiten ein Automobilhersteller zur Selektion eines passenden Markenbotschafters hat. Um Grundlagen zu schaffen, wird die Marketing-Kommunikation in den Marketing-Mix von Fahrzeugherstellern eingeordnet und zwei Kommunikationsmodelle vorgestellt. In der Ausarbeitung soll anhand von Praxisbeispielen dargestellt werden in welchen Bereichen der Marketingkommunikation Markenbotschafter auftreten und wie diese in der Öffentlichkeit wahrgenommen werden. Um ein umfassendes Gesamtbild darzustellen, wird auch der Einsatz von Markenbotschaftern in anderen Industriezweigen beleuchtet um Schlüsse auf die Automobilindustrie ziehen zu können. In Kapitel 5 werden Gründe für den Einsatz von Markenbotschaftern erläutert. Anschließend werden Instrumente zur erfolgreichen Selektion von Markenbotschaftern vorgestellt sowie die Risiken und Chancen, die solche Engagements mit sich führen gegenüber gestellt. Das Ziel ist in der Schlussbetrachtung eine Empfehlung abgeben zu können, ob und in welchen Bereichen Markenbotschafter sinnvoll eingesetzt werden können und welche Attribute diese besitzen müssen.
Long Story Short

Long Story Short

Author: Margot Leitman
Publisher: Sasquatch Books
ISBN: 1632170280
Pages: 320
Year: 2015-10-13
This is a practical storytelling guide from comedian, winner of multiple Moth storytelling competitions, and founder of the Upright Citizens Brigade storytelling program, Margot Leitman. Did you ever wish you could tell a story that leaves others spellbound? Storytelling teacher and champion Margot Leitman will show you how! With a fun, irreverent, and infographic approach, this guide breaks a story into concrete components with ways to improve content, structure, emotional impact, and delivery through personal anecdotes, relatable examples, and practical exercises. From the Trade Paperback edition.
Buyology

Buyology

Author: Martin Lindstrom
Publisher: Crown Business
ISBN: 0385528299
Pages: 256
Year: 2008-10-21
How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? An eye-grabbing advertisement, a catchy slogan, an infectious jingle? Or do our buying decisions take place below the surface, so deep within our subconscious minds, we’re barely aware of them? In BUYOLOGY, Lindstrom presents the astonishing findings from his groundbreaking, three-year, seven-million-dollar neuromarketing study, a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy. Among the questions he explores: Does sex actually sell? To what extent do people in skimpy clothing and suggestive poses persuade us to buy products? Despite government bans, does subliminal advertising still surround us – from bars to highway billboards to supermarket shelves? Can “Cool” brands, like iPods, trigger our mating instincts? Can other senses – smell, touch, and sound - be so powerful as to physically arouse us when we see a product? Do companies copy from the world of religion and create rituals – like drinking a Corona with a lime – to capture our hard-earned dollars? Filled with entertaining inside stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol, BUYOLOGY is a fascinating and shocking journey into the mind of today’s consumer that will captivate anyone who’s been seduced – or turned off – by marketers’ relentless attempts to win our loyalty, our money, and our minds.
The Diamond Cutter

The Diamond Cutter

Author: Geshe Michael Roach, Lama Christie McNally
Publisher: Harmony
ISBN: 0385530641
Pages: 240
Year: 2009-09-01
With a unique combination of ancient and contemporary wisdom from the Tibetan Buddhist tradition, The Diamond Cutter presents readers with empowering strategies for success in their work and personal lives. Geshe Michael Roach, one of the great teachers today of Tibetan Buddhism, has richly woven The Diamond Cutter in three layers. The first is a translation of selections from the Diamond Sutra itself, an ancient text comprised of conversations between the Buddha and his close disciple Subhuti. Considered a central work by Buddhists throughout the world, the Diamond Sutra has been the focus of much interpretation over the centuries. In the second layer, Geshe Michael quotes from some of the best commentaries of the Tibetan tradition. In the main text, the third layer, he uses both sutra and commentary as a jumping-off point for presenting his own teaching. Geshe Michael gives fresh insight into ancient wisdom by using examples from his own experience as one of the founders of the Andin International Diamond Corporation, which was started with capital of fifty thousand dollars and which today has annual sales in excess of one hundred million dollars. Much of the success of Andin has come from applying the business strategies presented in The Diamond Cutter. Geshe Michael's easy style and spiritual understanding make this work of timeless wisdom an invaluable source for those already familiar with, and those unfamiliar with, Tibetan Buddhism.
Awakening

Awakening

Author: Subrata Dasgupta
Publisher:
ISBN: 8184001835
Pages: 481
Year: 2011

Neuromarketing For Dummies

Neuromarketing For Dummies

Author: Stephen J. Genco, Andrew P. Pohlmann, Peter Steidl
Publisher: John Wiley & Sons
ISBN: 1118518977
Pages: 408
Year: 2013-07-29
Learn how to use neuromarketing and understand the science behind it Neuromarketing is a controversial new field where researchers study consumers' brain responses to advertising and media. Neuromarketing and the brain sciences behind it provide new ways to look at the age-old question: why do consumers buy? Neuromarketing For Dummies goes beyond the hype to explain the latest findings in this growing and often misunderstood field, and shows business owners and marketers how neuromarketing really works and how they can use it to their advantage. You'll get a firm grasp on neuromarketing theory and how it is impacting research in advertising, in-store and online shopping, product and package design, and much more. Topics include: How neuromarketing works Insights from the latest neuromarketing research How to apply neuromarketing strategies to any level of advertising or marketing, on any budget Practical techniques to help your customers develop bonds with your products and services The ethics of neuromarketing Neuromarketing for Dummies demystifies the topic for business owners, students, and marketers and offers practical ways it can be incorporated into your existing marketing plans.
Shoe Dog

Shoe Dog

Author: Phil Knight
Publisher: Simon and Schuster
ISBN: 1501135937
Pages: 400
Year: 2016-04-26
NEW YORK TIMES BESTSELLER In this instant and tenacious bestseller, Nike founder and board chairman Phil Knight “offers a rare and revealing look at the notoriously media-shy man behind the swoosh” (Booklist, starred review), illuminating his company’s early days as an intrepid start-up and its evolution into one of the world’s most iconic, game-changing, and profitable brands. Bill Gates named Shoe Dog one of his five favorite books of 2016 and called it “an amazing tale, a refreshingly honest reminder of what the path to business success really looks like. It’s a messy, perilous, and chaotic journey, riddled with mistakes, endless struggles, and sacrifice. Phil Knight opens up in ways few CEOs are willing to do.” Fresh out of business school, Phil Knight borrowed fifty dollars from his father and launched a company with one simple mission: import high-quality, low-cost running shoes from Japan. Selling the shoes from the trunk of his car in 1963, Knight grossed eight thousand dollars that first year. Today, Nike’s annual sales top $30 billion. In this age of start-ups, Knight’s Nike is the gold standard, and its swoosh is one of the few icons instantly recognized in every corner of the world. But Knight, the man behind the swoosh, has always been a mystery. In Shoe Dog, he tells his story at last. At twenty-four, Knight decides that rather than work for a big corporation, he will create something all his own, new, dynamic, different. He details the many risks he encountered, the crushing setbacks, the ruthless competitors and hostile bankers—as well as his many thrilling triumphs. Above all, he recalls the relationships that formed the heart and soul of Nike, with his former track coach, the irascible and charismatic Bill Bowerman, and with his first employees, a ragtag group of misfits and savants who quickly became a band of swoosh-crazed brothers. Together, harnessing the electrifying power of a bold vision and a shared belief in the transformative power of sports, they created a brand—and a culture—that changed everything.
Taking Brand Initiative

Taking Brand Initiative

Author: Mary Jo Hatch, Majken Schultz
Publisher: John Wiley & Sons
ISBN: 0470245360
Pages: 288
Year: 2008-03-11
Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
Digital @ Scale

Digital @ Scale

Author: Anand Swaminathan, JÃ1⁄4rgen Meffert
Publisher: John Wiley & Sons
ISBN: 1119433762
Pages: 288
Year: 2017-06-02
A blueprint for reinventing the core of your business Value in the next phase of the digital era will go to those companies that don't just try digital but also scale it. [email protected] examines what it takes for companies to break through the gravitational pull of their legacy organizations and capture the full value of digital. Digging into more than fifty detailed case studies and years of McKinsey experience and data, the authors, along with a group of expert contributors, show how companies can move beyond incremental change to transform the business where the greatest value is generated—at its core. The authors provide practical insights into the three pillars of digital transformations that successfully scale: reinventing the business model, building out a business architecture from the customer back into the organization, and establishing an 'amoeba' IT and organizational foundation that learns and evolves. This is the ideal guide for all leaders who recognize the power and promise of a digital transformation.
Deutsche Markengesetz

Deutsche Markengesetz

Author: Germany, Martin Aufenanger, Gerhard Barth, Anja Franke
Publisher:
ISBN:
Pages: 408
Year: 2006

The Concept of Identity

The Concept of Identity

Author: David Joël de Levita
Publisher:
ISBN:
Pages: 209
Year: 1965
Summary in English and Dutch.