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Markenrivalität : War of the Brands

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Markenrivalität : War of the Brands

  1. 1. Markenrivalität War of the Brands PMaagderi d1 presentation 16th April 2008
  2. 2. Aber zuerst lasst uns mal über Fußball sprechen beziehungsweise über den FC © 2011 Barcelona & Real Madrid Page 2
  3. 3. Was wisst ihr über diese beiden Clubs ? Page 3 © 2011
  4. 4. Fassen wir mal einfach zusammen… Authority Independency Central Political influence Republican Royal Language Catalan Castilian Recruitment Formation Purchase Functioning of the team Stars serve the team Stars lead the team © 2011 Page 4
  5. 5. © 2011 El Clásico ! Page 5 Madrid presentation 16th April 2008
  6. 6. © 2011 Rivalen • Seit dem Bürgerkrieg und der Diktatur von Franco und seinen Drang die katalanische Sprache zu unterdrücken, wird El Clásico zur Konfliktbewältigung genutzt. • Siege von Real Madrid werden erlebt als Sieg der Zentralmacht und Sieg des FC Barcelona als ein Erfolg des Separatismus. • Spielübergreifend, ist El Clasico ein politischer, ideologischer und auf die Identität bezoger Kampf. Page 6
  7. 7. In Mai 2011 haben insgesamt 4 Spiele stattgefunden. Alle 4 hatten das gleich Prozedure, sozusagen das gleich Menü... Page 7 © 2011
  8. 8. © 2011 Vorspeise Page 8
  9. 9. © 2011 Hauptgericht… das Spiel Page 9
  10. 10. © 2011 Nachtisch: Siege betonen oder Realitätverweigerung Page 10
  11. 11. Die Antagonismus zwischen diese beiden Klubs sind reell wie anderen Klubs. © 2011 Page 11
  12. 12. Dennoch mehr als zwischen diesen, ist die Rivalität zwischen Barcelona und Madrid besonders extrem durch die Presse, das Fernsehen, soziale Netwerke... Aber © 2011 Page 12
  13. 13. Weil Rivalität die Umsätze der beiden Clubs steigert ! Page 13 © 2011
  14. 14. Obwohl diese Rivalität ihre Beziehungen behindert, erhöht sich die Wirtschaftsmacht der beiden Clubs ständig. © 2011 Page 14 450 400 350 300 250 200 150 100 50 0 Real Madrid Entwicklung des Einkommens zwischen 2004 und 2010 500 450 400 350 300 250 200 150 100 50 0 Quelle : Deloitte Football Money League 2011 Real Madrid Barcelona Manchester United Bayern Munich Chelsea Internazionale Milan
  15. 15. Für die Marketingverantwortlichen sind 3 Kundenaspekte von besonderen Diese 3 steigern mittelbar den Umsatz einer und Rivalität ist eine Emotion. © 2011 Interessen: die Aufmerksamkeit die Recall-Fähigkeit und die Emotionen. Marke… Page 15
  16. 16. © 2011 Was ist dieses Gefühl ? Page 16
  17. 17. © 2011 Vom Tier im Manne... Page 17
  18. 18. Wo besteht der Zusammenhang mit Marken ? © 2011 Page 18
  19. 19. Page 19 © 2011
  20. 20. Page 20 © 2011
  21. 21. © 2011 • http://www.youtube.com/watch?v=0GpUhULRIuA Page 21
  22. 22. Für diese Marke führt alleine die Tatsache gegen den Marktführer zu © 2011 agieren um Erfolg und einer Positionierung. Page 22
  23. 23. Ist es möglich uns diese Marken... ...ohne ihre Konkurrenten vorzustellen? © 2011 Page 23
  24. 24. © 2011 Warum diese Positionierung ? • 3 Zielgruppen : 3 Motivationen – Fans : Freude. – Gegner : Ärger. – Unentschlossen Leute : verlocken • Es gibt wenige Marken die allen Leuten in der Welt gefallen. • Manche mögen BP, andere nicht ... • Manche mögen Goldman Sachs, andere nicht ... • Manche mögen Absolut Vodka, andere nicht... Page 24
  25. 25. Das Ziel : Unentschlossene in Fans transformieren • Es kann Leute geben die eine andere Marke oder auf eine andere Marke warten die noch nicht existier... • Durch die Rolle des Challengers kann eine Marke ihre Popularität gegenüber Nicht-Konsumenten erhöhen. • Eine Positionierung als Herausforderer ist eine Rolle die Pepsi seit langer Zeit einnimmt. © 2011 Page 25
  26. 26. Page 26 © 2011
  27. 27. Page 27 © 2011
  28. 28. © 2011 Rivalität spielt auch in der Markenkommunikation eine wichtige Rolle. Page 28
  29. 29. Wenn man selbst über keinen Rivalen verfügt, kann man natürlich auch mit anderen Rivalitäten spielen... © 2011 Page 29
  30. 30. Page 30 © 2011
  31. 31. Page 31 © 2011
  32. 32. Page 32 © 2011
  33. 33. Page 33 © 2011
  34. 34. Page 34 © 2011
  35. 35. Klar und erkennbar nutzen diese Marke den Begriff der Konfrontation um ihre Welche Marken können sich gegenseitig © 2011 eigenen Wert zu steigern. anfeiden ? Page 35
  36. 36. • Wer ? Erich Stamminger : CEO Adidas Mark Parker : CEO Nike • Wo ? • Wie ? Der Besiegter kann zeigen, dass seine Produkte besser als die des Wettbewerbers sind. à Durch die Sponsoring von Athleten, welcher Ausstatter wird gewinnen ? © 2011 Wie würde eine Rivalität zwischen Adidas und Nike aussehen? Page 36 • Was ? 100 Meter Rennen
  37. 37. © 2011 Vorspeise „Unsere Adidas Olympia-Athlet werden die Goldmedaille gewinnen. Die Nike Athlet kann nichts dagegen denn unsere Ausrüstung die beste in der Welt ist Page 37
  38. 38. Page 38 © 2011 Konfrontation
  39. 39. © 2011 Nachtisch Page 39 „Unsere Prognose war richtig. Durch uns und unsere Ausrüstung hat unser Athlet das Turnier gewonnen. Wir sind die beste Sportmarke.“ Nach dem Sieg von Adidas „Unsere Verdächtigungen waren richtig. Wegen einer Ungerechtigkeit, haben wir verloren. Die Verantwortlichen stechen mit Adidas“ Nach der Schlappe von Nike
  40. 40. Danke schön für Ihre Aufmerksamkeit !

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