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Die Macht der Marke
Das Dokument behandelt die Bedeutung und Funktion von Marken aus der Sicht der Verbraucher, einschließlich Faktoren, die zu einem erfolgreichen Markennamen führen. Es werden verschiedene Aspekte wie Identifikation, Vertrauen und imagebildende Eigenschaften hervorgehoben. Zudem wird erklärt, wie man den Markenerfolg durch Methoden wie Primärmarktforschung und Tests messen kann.
Die Macht der Marke
- 1. Von Joost &PatrickSeite 1 DIE MACHT DER MARKE
- 2. Von Joost &PatrickSeite 2 PROGRAMM Einleitung – Wozu dient eine Marke? Schlüsselfaktoren – Was einen Markennamen erfolgreich macht Ende Wie kontrolliert man seinen Markenerfolg?
- 3. Von Joost &PatrickSeite 3 Einführung - MARKEN Einleitung Schlüssel- faktoren Controlling Ende Marken werden schon seit langem benutzt! WOZU EINE MARKE DIENT– AUS SICHT DES KONSUMENTEN Orientierung Identifizierung Vertrauen & Sicherheit Image, Prestige, Status
- 4. Von Joost &PatrickSeite 4 Einführung - MARKEN Marken werden schon seit langem benutzt! WOZU EINE MARKE DIENT– AUS SICHT DES KONSUMENTEN Orientierung Mittel zur Kommunikation Hilft, individuell zu sein! Einführung Schlüssel- faktoren Controlling Ende
- 5. Von Joost &PatrickSeite 5 Einführung - MARKEN Blindversuch vs. Markentest - Pepsi vs. Coca-Cola Einführung Schlüssel- faktoren Controlling Ende
- 6. Von Joost &PatrickSeite 6 Schlüsselfaktoren – erfolgreiche MARKEN Einleitung Schlüssel- faktoren Controlling Ende DESIRE FAME
- 7. Von Joost &PatrickSeite 7 Schlüsselfaktoren – erfolgreiche Marken „Name“ Einführung Schlüssel- faktoren Controlling Ende kurzer Name einfacher Name hinweisender Name einzigartiger Name alliterierender Name internationaler Name kann auch schockierend sein kann auch persönlich sein
- 8. Von Joost &PatrickSeite 8 Hieroglifs International Einführung Schlüssel- faktoren Controlling Ende TRANSLALA International kurzer Name einfacher Name einzigartiger Name alliterierender Name internationaler Name Der Name schockiert – ist lustig! persönlicher Name hinweisender Name
- 9. Von Joost &PatrickSeite 10 Markenerfolg – Wie kontrolliert man ihn? Einführung Schlüssel- faktoren Controlling Ende Primäre Marktforschung! Recognition-Test Image-Test
- 10. Von Joost &PatrickSeite 11 Ende - MARKEN Einleitung Schlüssel- faktoren Controlling Ende VIELEN DANK FÜR IHRE AUFMERKSAMKEIT! Übersetzt von: Chantal Faulhaber Bis dann!!
Hinweis der Redaktion
- #4 History: People used to trade mostly with people they trust. As corporations grew bigger, the brand took over the role of the trusted salesperson and friend. People attribute personalitv characteristics to a brand. It is an imaginary person. Orientation: Quality, Price etc. Identification: Supports your personnel requirements Confidence/Security: A brand which is well-known gives more security than a brand which no one knows. Image, Prestige, Status: Of course a brand also has the function of presentation. That means people use brands to show off and to demonstrate their social status.
- #5 Communication tool: Usually the company wants to communicate its corporate identity with the brand. It´s a short but very important way to show who you are! Often people identify your product or service completely different than your corporate identity intends to be. Orientation: A brand should or has to reflect your desired market position. Supports to be different: In a high competetive market its maybe the most important point why companies establish brands! The next example will show the importance of having a good brand!
- #6 Supports to be different (example of Pepsi & Coca Cola): On account of this example it can be seen that at the first test, the blind test on which people couldn´t see the brand and had to decide only because of the flavour, 51% of all participants chose the Pepsi Cola. Then at the second test, when they could see the brand only 23% chose the brand Pepsi.
- #7 Why do You think these brands are so successful? Maybe we will find a answer on the next slide. DESIRE and FAME!
- #8 Use a short name: H&M, VW, Audi, Red Bull, etc. Use a simple name: H&M, VW, Audi, Google, etc. Use a suggestiv name: Red Bull Use a unique name: Google The name can also shock: no example Use a alliterative name: Google, Coca Cola Use a international name: Google, Coca Cola (In this case I have an example how you should not enter in a market. Do you know the car brand „Pajero“? When the company entered the spanish market with this name they get confronted with negative feedback because the word „Pajero“ in Spain means a masturbating man. The name can be personel: You&me
- #9 Based on these points I considered a brand regarding a company which mainly deals with translations and languages. The name which came into my mind is as follows: TRANSLALA International Now let´s analyse together these name on account of the key aspects we discussed. Short name: It´s not really a short name but it´s also not that long – I would say it´s ok! Simple name: I would say yes. Alliterative: I also would say yes. Especially because of the use of the LALA at the end. The name shocks: The name definetely doesn´t shock but it attracts attention and sounds funny. In reference to the 8 criterias, we never told about funny names but in my view I think it works. International name: Of course! Personel name: The name is not personel. Unique name: According to Google it is. Suggestiv name: I would say yes because the name gives the hint for Translation. Usually the last LA should emphasize the connectivity to languages. The meaning of the brand: Translations & Languages International The different colors should emphasize that at least 6 aspects which outlines a good name are met. The green one means more or less.
- #10 Recognition or Recall test: Here you can test who knows your brand! Image test: The image test enables you to know if the images fits together with the message you are trying to communicate.