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Zwei typische Markenstrategien
Vier unterschiedliche Strategien
zur Benennung von Produktnamen
2. Etablierte Fleischmarken
VEGGIE BRANDS
In 2022 gibt es 1,58
Millionen Veganer
in Deutschland.
Das sind knapp 12%
mehr als vor einem
Jahr. (Quelle: Statista).
NOMEN
Studie
1. Neue „Veggie" Marken
1. V-Strategie
2. Komponenten-Strategie
3. Negations- oder Kürzelstrategie
4. Spaß-Strategie
1. Neue „Veggie" Marken
Die beliebtesten
Markenstrategien
Bei dieser Strategie werden die
Produktnamen oft in den
Unternehmensnamen eingebunden.
Beispiele:
Tofutown
The Vegetarian Butcher
Beyond Meat
Like Meat
V-Bites
VEGGIE BRANDS
2. Etablierte Fleischmarken
Etablierte Fleischmarken steigen
in den fleischlosen Markt ein.
Beispiel:
Ergänzung des etablierten
Markennamens Rügenwalder
Mühle mit den Zusätzen
"vegetarisch" oder "vegan", um
die Fleischersatzprodukte von
dem klassischen Sortiment
abzugrenzen.
VEGGIE BRANDS
Die beliebtesten
Namensstrategien
1. V-Strategie
Hervorhebung des Buchstabens V
(Symbol für "Veggie").
Beispiele:
Velami
Vischburger
Vorizo
Vamm
Vbeeph
2. Komponenten-Strategie
Das Fleischersatzprodukt, also die
differenzierende Zutat, steht im
Vordergrund.
Beispiele:
Lupinensteak
Seitan-Würstchen
Algen-Burger
Quinoa Medaillons
Bio Soy Bolognese
VEGGIE BRANDS
Die beliebtesten
Namensstrategien
3. Negations- oder
Kürzelstrategie
Der Name erklärt, was das Produkt
nicht ist. Die Kürzelstrategie
kombiniert den Buchstaben V mit
dem Wort ohne Vokale.
Beispiele:
Vegane Chicken Backteig
Nuggets
Vegane Fleisch Mini-Frikadellen
Vchkn
4. Spaß-Strategie
Witzige Namen, die den Lifestyle
und den Trendsetter-Status der
Zielgruppe betonen.
Beispiele:
Veganes Hick-Hack-Hurra
Vegane Chickeriki Streifen
Vegane Crispy Chickimicki-
Burger
VEGGIE BRANDS
Immer noch betonen
nur wenige Veggie-
Marken den Genuss-
Aspekt.
Die vegane oder bio-
basierte Ernährung
steht im Fokus der
Namensgebung.
Die differenzierende
Zutat steht oft im
Mittelpunkt.
Der Fleisch-Ersatz ist
noch immer ein
beliebtes Thema.
Was sich in den
letzten Jahren
nicht geändert hat

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Vegan-Studie

  • 1. Zwei typische Markenstrategien Vier unterschiedliche Strategien zur Benennung von Produktnamen 2. Etablierte Fleischmarken VEGGIE BRANDS In 2022 gibt es 1,58 Millionen Veganer in Deutschland. Das sind knapp 12% mehr als vor einem Jahr. (Quelle: Statista). NOMEN Studie 1. Neue „Veggie" Marken 1. V-Strategie 2. Komponenten-Strategie 3. Negations- oder Kürzelstrategie 4. Spaß-Strategie
  • 2. 1. Neue „Veggie" Marken Die beliebtesten Markenstrategien Bei dieser Strategie werden die Produktnamen oft in den Unternehmensnamen eingebunden. Beispiele: Tofutown The Vegetarian Butcher Beyond Meat Like Meat V-Bites VEGGIE BRANDS 2. Etablierte Fleischmarken Etablierte Fleischmarken steigen in den fleischlosen Markt ein. Beispiel: Ergänzung des etablierten Markennamens Rügenwalder Mühle mit den Zusätzen "vegetarisch" oder "vegan", um die Fleischersatzprodukte von dem klassischen Sortiment abzugrenzen.
  • 3. VEGGIE BRANDS Die beliebtesten Namensstrategien 1. V-Strategie Hervorhebung des Buchstabens V (Symbol für "Veggie"). Beispiele: Velami Vischburger Vorizo Vamm Vbeeph 2. Komponenten-Strategie Das Fleischersatzprodukt, also die differenzierende Zutat, steht im Vordergrund. Beispiele: Lupinensteak Seitan-Würstchen Algen-Burger Quinoa Medaillons Bio Soy Bolognese
  • 4. VEGGIE BRANDS Die beliebtesten Namensstrategien 3. Negations- oder Kürzelstrategie Der Name erklärt, was das Produkt nicht ist. Die Kürzelstrategie kombiniert den Buchstaben V mit dem Wort ohne Vokale. Beispiele: Vegane Chicken Backteig Nuggets Vegane Fleisch Mini-Frikadellen Vchkn 4. Spaß-Strategie Witzige Namen, die den Lifestyle und den Trendsetter-Status der Zielgruppe betonen. Beispiele: Veganes Hick-Hack-Hurra Vegane Chickeriki Streifen Vegane Crispy Chickimicki- Burger
  • 5. VEGGIE BRANDS Immer noch betonen nur wenige Veggie- Marken den Genuss- Aspekt. Die vegane oder bio- basierte Ernährung steht im Fokus der Namensgebung. Die differenzierende Zutat steht oft im Mittelpunkt. Der Fleisch-Ersatz ist noch immer ein beliebtes Thema. Was sich in den letzten Jahren nicht geändert hat