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What principles contributed to the success of Starbucks coffee shops? How did Kieser Training establish itself as a market brand? How did Alpecin transform from a niche product to a bestseller? This guide explores the realm of brand technology, offering concrete criteria and techniques for brand development and management. The authors illustrate how effective signaling can shape consumer perceptions, leading to positive conclusions about a brand. For instance, Ferrero employs scarcity with Mon Chérie, enhancing its perceived value during seasonal shortages. The "Seven Commandments for Strong Brands" outline strategies to influence consumers, emphasizing the importance of differentiation and making brands engaging. These principles apply to various aspects of brand management, including product positioning, design, pricing, service, presence, and communication. A dedicated chapter on advertising focuses on rhetoric and persuasive strategies, such as the use of evidence and examples. Additionally, the authors address market research, detailing methods to analyze which brand elements enhance consumer willingness and foster brand loyalty. This comprehensive approach equips readers with the tools to effectively manage and elevate their brands in a competitive marketplace.
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Marken stark machen, Klaus Brandmeyer
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- Année de publication
- 2008
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