This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
Laura Fischer and Jorge Espejo define a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors. A brand can have national, regional or global coverage. A brand's communication, including its package, label and packaging, must be consistent so its image is firmly positioned in consumers' minds. An effective brand story expresses the unique essence of a brand in a way that resonates with its target audience.
Brand Element and its association, Strategic Brand CommunicationsJudhie Setiawan
The document discusses strategies for managing brand presence. It identifies six criteria that brand elements should meet: memorability, meaningfulness, likability, transferability, adaptability, and protectability. Marketers can use both offensive and defensive strategies to build and maintain brand equity through these criteria. Tactics for strong brand elements include choosing memorable brand names that are meaningful to consumers and legally protected. Managing a brand's presence requires clarity on the brand's vision, analyzing the competitive situation, and creating a distinctive brand identity.
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
This document discusses branding strategies and brand architecture. It defines different types of brands like corporate brands, family brands, and individual brands. It also defines brand modifiers. The document discusses different brand architecture structures like monolithic, endorsed, and independent brands. It provides examples of each structure and discusses their advantages and disadvantages. The key points are that brand architecture should reflect business strategy, be simple, flexible, consistent with brand values, and designed for customer needs.
The document discusses Kevin Keller's model of customer-based brand equity. It describes brand equity as the differential effect that brand knowledge has on consumer response to marketing for that brand. The model includes six dimensions that comprise brand equity: brand identity, meaning, responses, resonance, salience, and imagery. Building strong brand equity requires marketers to establish brand awareness, create positive brand associations, and develop deep, active loyalty relationships between customers and the brand.
Laura Fischer and Jorge Espejo define a brand as a name, symbol or design that identifies a seller's products and differentiates them from competitors. A brand can have national, regional or global coverage. A brand's communication, including its package, label and packaging, must be consistent so its image is firmly positioned in consumers' minds. An effective brand story expresses the unique essence of a brand in a way that resonates with its target audience.
Brand Element and its association, Strategic Brand CommunicationsJudhie Setiawan
The document discusses strategies for managing brand presence. It identifies six criteria that brand elements should meet: memorability, meaningfulness, likability, transferability, adaptability, and protectability. Marketers can use both offensive and defensive strategies to build and maintain brand equity through these criteria. Tactics for strong brand elements include choosing memorable brand names that are meaningful to consumers and legally protected. Managing a brand's presence requires clarity on the brand's vision, analyzing the competitive situation, and creating a distinctive brand identity.
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
The document discusses key concepts in brand management including:
1) It defines what a brand is - a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors.
2) It explains the importance of brands to companies as drivers of financial performance and most valuable assets, and to customers as risk reducers and promises of quality.
3) It outlines the stages of brand evolution from unbranded to iconic brands, and how the application of "brand" has changed over time.
4) It discusses challenges in maintaining brand associations and revitalizing brands.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
Chapter 4 choosing brand elements to build brand equityAAddnan Chowdhury
Brand knowledge structures depend on initial brand element choices, marketing programs, and other associations. Brand elements should be memorable, meaningful, likable, transferable, adaptable, and protectable. Marketers use brand elements offensively to build equity and defensively to maintain equity. Key elements include names, URLs, logos, characters, slogans, jingles, and packaging. Elements must meet criteria like memorability and protectability.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Sensory branding is promoting products through appealing to customers' senses. It influences choices by creating memories through senses like visual, auditory, olfactory, taste, and touch. Marketers use sensory branding to distinguish products and connect with customers by catering to each sense. Successful brands like Starbucks, Thomas Pink, and Singapore Airlines create memorable multi-sensory experiences.
This document discusses brand resonance and the brand value chain. It describes the four steps to building a strong brand as brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance. The brand value chain shows how marketing investments can create customer-based brand equity and shareholder value. Building brand resonance requires meeting customer needs, positive brand imagery and judgments, and emotional engagement to create behavioral loyalty, attitudinal attachment, and sense of community.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Strategic social listening in action, Unilever Case StudyAndrew Nelson
A sample category report illustrating how organic consumer generated content in social media can power more effective marketing and enable better consumer understanding
The document discusses best practices for choosing memorable brand names. It notes that brand names should be simple, distinctive, easy to pronounce, and work globally. The naming process involves several filters: the marketing filter to define key qualities; the semantic filter to avoid negative meanings in other languages; the phonetic filter for pronunciation; the sound symbolism filter for visual appearance; and the legal filter for availability. Coined words and reinventing real words unrelated to the product can be successful strategies. Examples are given of brand names derived from abbreviations, foreign languages, founders' names, and descriptive terms about the product.
Chapter 1 (introduction to strategic brand management)Jawad Chaudhry
Strategic brand management involves four key steps:
1. Identifying and establishing brand positioning and values through tools like mental maps, competitive frames of reference, and core brand values.
2. Planning and implementing brand marketing programs using techniques like mixing brand elements, integrating activities, and leveraging associations.
3. Measuring and interpreting brand performance with audits, tracking, and equity management systems.
4. Growing and sustaining brand equity through strategies like brand-product matrices, portfolios, expansion, reinforcement, and revitalization.
This document provides guidance on developing an effective brand positioning statement. It discusses defining the target customer and their needs and wants. It also covers identifying the competitive landscape and where the brand can win based on what it does best relative to competitors. The document provides worksheets and frameworks to brainstorm functional and emotional benefits and cluster them around themes. It then advises filtering these benefits down to the most motivating and ownable ones to serve as the core message. Supporting claims and features are also discussed. The goal is to develop a concise brand positioning statement that clearly communicates who the brand serves, what key benefit it provides, and why customers should believe in it.
(4) Choosing brand elements to build brand identity.pdfTop4Hit
The document discusses criteria for choosing effective brand elements, including brand names. It outlines six criteria that brand elements should meet: memorable, meaningful, likable, transferable, adaptable, and protectable. The criteria of memorability, meaningfulness, and likability help build brand equity, while transferability, adaptability, and protectability help maintain brand equity. Guidelines for choosing brand names emphasize simplicity, familiarity/meaningfulness, and distinctiveness to enhance brand awareness and facilitate strong brand associations. A careful naming process is also outlined.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
This document provides materials for a brand positioning development workshop. The workshop agenda includes discussions on brand positioning overview, brand analysis, identifying target audience benefits, brainstorming positioning concepts, and building on preliminary ideas. Participants will work to develop 5+ positioning concepts for their brand by considering desired brand associations, how concepts address audience needs, and supporting attributes and benefits. Concepts will then be consolidated, prioritized, and built upon through exercises personifying concepts and plotting them on spectra. The goal is to generate promising positioning options to test with target audiences.
Here are five brands from different categories and potential extension opportunities for each:
1. Nike - Beyond athletic shoes and apparel, Nike could extend into sports equipment, accessories, nutrition/supplements, activewear for other activities like yoga/running.
2. Samsung - In addition to consumer electronics, Samsung could leverage its brand into appliances, home automation, security systems, smartphones/accessories, computers/tablets.
3. Coca-Cola - While known for beverages, Coca-Cola's brand could translate to foods/snacks, bottled water, coffee/tea, juice concentrates, flavorings.
4. Amazon - Amazon is already extending beyond e-commerce into content
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
El documento describe los pasos para simular un webinar sobre la aplicación de nuevas tecnologías en destinos turísticos. Explica las etapas de planificación como analizar la audiencia, elegir el tema y ponente, y diseñar el programa. Luego detalla las etapas del webinar, incluyendo las invitaciones, registro, presentación, video sobre códigos QR para turistas, ronda de preguntas, y encuesta de comentarios.
Regalitos es una empresa dedicada a la fabricación de zapatos para bebés que se enfoca en el diseño, la calidad y la comodidad. Su visión es posicionarse como una de las marcas líderes en Colombia y expandirse internacionalmente mediante la innovación constante de sus productos y procesos. Actualmente opera desde su sede en Medellín y emplea a varios analistas, departamentos de mercadeo, compras, ventas y 18 trabajadores de producción.
This chapter discusses how marketing programs and activities can build brand equity. It covers new perspectives in marketing like digitalization and customization. The implications for brand management include abandoning mass marketing for more personalized approaches. Experiential, one-to-one, and permission marketing are discussed as ways to actively involve consumers. The chapter also addresses integrating marketing mix elements like product strategy, pricing strategy, and channel strategy to support the brand.
Chapter 4 choosing brand elements to build brand equityAAddnan Chowdhury
Brand knowledge structures depend on initial brand element choices, marketing programs, and other associations. Brand elements should be memorable, meaningful, likable, transferable, adaptable, and protectable. Marketers use brand elements offensively to build equity and defensively to maintain equity. Key elements include names, URLs, logos, characters, slogans, jingles, and packaging. Elements must meet criteria like memorability and protectability.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Sensory branding is promoting products through appealing to customers' senses. It influences choices by creating memories through senses like visual, auditory, olfactory, taste, and touch. Marketers use sensory branding to distinguish products and connect with customers by catering to each sense. Successful brands like Starbucks, Thomas Pink, and Singapore Airlines create memorable multi-sensory experiences.
This document discusses brand resonance and the brand value chain. It describes the four steps to building a strong brand as brand salience, brand performance, brand imagery, brand judgments, brand feelings, and brand resonance. The brand value chain shows how marketing investments can create customer-based brand equity and shareholder value. Building brand resonance requires meeting customer needs, positive brand imagery and judgments, and emotional engagement to create behavioral loyalty, attitudinal attachment, and sense of community.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Strategic social listening in action, Unilever Case StudyAndrew Nelson
A sample category report illustrating how organic consumer generated content in social media can power more effective marketing and enable better consumer understanding
The document discusses best practices for choosing memorable brand names. It notes that brand names should be simple, distinctive, easy to pronounce, and work globally. The naming process involves several filters: the marketing filter to define key qualities; the semantic filter to avoid negative meanings in other languages; the phonetic filter for pronunciation; the sound symbolism filter for visual appearance; and the legal filter for availability. Coined words and reinventing real words unrelated to the product can be successful strategies. Examples are given of brand names derived from abbreviations, foreign languages, founders' names, and descriptive terms about the product.
Chapter 1 (introduction to strategic brand management)Jawad Chaudhry
Strategic brand management involves four key steps:
1. Identifying and establishing brand positioning and values through tools like mental maps, competitive frames of reference, and core brand values.
2. Planning and implementing brand marketing programs using techniques like mixing brand elements, integrating activities, and leveraging associations.
3. Measuring and interpreting brand performance with audits, tracking, and equity management systems.
4. Growing and sustaining brand equity through strategies like brand-product matrices, portfolios, expansion, reinforcement, and revitalization.
This document provides guidance on developing an effective brand positioning statement. It discusses defining the target customer and their needs and wants. It also covers identifying the competitive landscape and where the brand can win based on what it does best relative to competitors. The document provides worksheets and frameworks to brainstorm functional and emotional benefits and cluster them around themes. It then advises filtering these benefits down to the most motivating and ownable ones to serve as the core message. Supporting claims and features are also discussed. The goal is to develop a concise brand positioning statement that clearly communicates who the brand serves, what key benefit it provides, and why customers should believe in it.
(4) Choosing brand elements to build brand identity.pdfTop4Hit
The document discusses criteria for choosing effective brand elements, including brand names. It outlines six criteria that brand elements should meet: memorable, meaningful, likable, transferable, adaptable, and protectable. The criteria of memorability, meaningfulness, and likability help build brand equity, while transferability, adaptability, and protectability help maintain brand equity. Guidelines for choosing brand names emphasize simplicity, familiarity/meaningfulness, and distinctiveness to enhance brand awareness and facilitate strong brand associations. A careful naming process is also outlined.
This document discusses different types of brands and brand strategies. It defines what a brand is and explains that brands can convey six levels of meaning. It then discusses three types of brands: functional brands which satisfy functional needs, experiential brands which provide experiences, and brand image which is the impression in consumers' minds. The document also outlines several brand strategies such as line extensions, brand extensions, multi brands, new brands, co-branding, and umbrella brands. It provides examples for each strategy and discusses factors like congruence that determine the success of different strategies.
Dove has been operating since the 1940s and is now a top brand under Unilever, which has over 40 brands. Dove focuses on building positive self-esteem through its products and campaigns. Its target market is males and females aged 18-34 from high income groups in the US. Dove has strengths like its commitment to quality and positive messaging, but also faces weaknesses such as high expenses and criticism of some campaigns. Opportunities exist in expanding product categories and partner organizations, while threats include competition and issues with some Unilever brands. Dove aims to increase awareness, sales, and support for its mission through marketing strategies.
This document provides materials for a brand positioning development workshop. The workshop agenda includes discussions on brand positioning overview, brand analysis, identifying target audience benefits, brainstorming positioning concepts, and building on preliminary ideas. Participants will work to develop 5+ positioning concepts for their brand by considering desired brand associations, how concepts address audience needs, and supporting attributes and benefits. Concepts will then be consolidated, prioritized, and built upon through exercises personifying concepts and plotting them on spectra. The goal is to generate promising positioning options to test with target audiences.
Here are five brands from different categories and potential extension opportunities for each:
1. Nike - Beyond athletic shoes and apparel, Nike could extend into sports equipment, accessories, nutrition/supplements, activewear for other activities like yoga/running.
2. Samsung - In addition to consumer electronics, Samsung could leverage its brand into appliances, home automation, security systems, smartphones/accessories, computers/tablets.
3. Coca-Cola - While known for beverages, Coca-Cola's brand could translate to foods/snacks, bottled water, coffee/tea, juice concentrates, flavorings.
4. Amazon - Amazon is already extending beyond e-commerce into content
Brand equity refers to the added value that a brand name provides to products and services. It is created by the differential effect of brand knowledge on consumer response to marketing of the brand. There are several models for measuring brand equity, including brand asset valuing, Aaker's model, BrandZ, and brand resonance. Building strong brand equity involves choosing memorable and meaningful brand elements, developing positive brand associations through marketing, and indirectly transferring associations from other entities linked to the brand. Measuring brand equity provides benefits for companies such as increased customer loyalty and insulation from competitors.
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
El documento describe los pasos para simular un webinar sobre la aplicación de nuevas tecnologías en destinos turísticos. Explica las etapas de planificación como analizar la audiencia, elegir el tema y ponente, y diseñar el programa. Luego detalla las etapas del webinar, incluyendo las invitaciones, registro, presentación, video sobre códigos QR para turistas, ronda de preguntas, y encuesta de comentarios.
Regalitos es una empresa dedicada a la fabricación de zapatos para bebés que se enfoca en el diseño, la calidad y la comodidad. Su visión es posicionarse como una de las marcas líderes en Colombia y expandirse internacionalmente mediante la innovación constante de sus productos y procesos. Actualmente opera desde su sede en Medellín y emplea a varios analistas, departamentos de mercadeo, compras, ventas y 18 trabajadores de producción.
Este documento contiene resúmenes mensuales de las actividades en Twitter y LinkedIn de la compañía Vissonar Producciones entre abril y junio de 2016. Incluye métricas como publicaciones, impresiones, clics, comentarios y nuevos seguidores. Fue elaborado por Vissonar Producciones con el propósito de monitorear su presencia en redes sociales.
Der Job eines Intranet Managers ist vielfältig. Bei der Intranet Expertengruppe in Hamburg gabs eine Diskussion zur Persönlichkeit des Intranet Verantwortlichen.
Ich habe versucht, alle relevanten Aspekte in einer Liste zusammen zu fassen. Entstanden ist ein wohl vollständiges Bild des Intranet/Enterprise 2.0 Verantwortlichen im Unternehmen.
Ein wenig, wie die eierlegende Wollmilchsau. Der Intranet Manager muss vieles können um das Projekt zum Erfolg zu bringen.
El documento presenta una introducción a los mitos y leyendas. Resume algunos ejemplos notables de mitos como La Llorona y La Pata Sola, y leyendas como la Diosa del Mar y la Leyenda del Rey Arturo. Finalmente, narra en detalle la leyenda del último cliente.
La placa base contiene ranuras y conectores para diferentes componentes como la ranura ISA, BIOS, ranuras PCI y AGP, socket para procesador, slot para memoria RAM, conectores para discos duros y unidades de disco flexible, y chipset para la comunicación entre componentes.
Este documento presenta información sobre mitos y leyendas. Brevemente describe los mitos como relatos sobrenaturales que forman parte de las creencias de una cultura, e incluye ejemplos como La Llorona y La Pata Sola. También define las leyendas como narraciones orales o escritas que se transmiten de generación en generación, e incluye ejemplos como la Leyenda de la Diosa del Mar y El último cliente. Finalmente, resume la Leyenda del Rey Arturo sobre el origen y reinado del famoso rey.
El documento describe una dieta equilibrada y suficiente, explicando que debe incluir variedad de alimentos en las proporciones adecuadas para proporcionar todos los nutrientes y la energía necesaria, y recomienda seguir la pirámide de los alimentos para determinar qué y cuánto comer de cada grupo de alimentos.
Las plataformas virtuales son escenarios educativos diseñados para la enseñanza a distancia a través de páginas web. Su popularidad ha crecido en universidades que buscan ahorrar costos, satisfacer las necesidades de estudiantes que usan internet, cumplir estándares de calidad y facilitar la integración de la educación presencial y a distancia. Moodle es un ejemplo de plataforma virtual que provee características para organizar cursos en línea.
Este documento discute cómo las nuevas tecnologías han puesto una variedad de fuentes de aprendizaje a disposición de los estudiantes. Señala que los estudiantes más maduros usan la tecnología para guiar y descubrir su propio aprendizaje. También reconoce que los docentes no siempre tienen las habilidades digitales necesarias y que incorporar las tecnologías en el aula no es algo automático. Finalmente, argumenta que se necesita una noción ampliada de alfabetización que incluya habilidades para trabajar con
The coordinator of the PISA program in Spain discussed some of the main conclusions from analyzing the PISA 2009 results and interventions in the Andalusian parliament regarding teacher training. Specifically, he explained that while initial teacher training is important, the attitudes teachers maintain during their career are also very influential on educational outcomes. Improving teacher professional development and helping them stay up to date could help students memorize information better and apply their knowledge to other contexts.
Este documento describe la creciente crisis mundial del agua. Señala que el consumo de agua está aumentando a un ritmo insostenible, superando la disponibilidad actual en un 56% para el año 2025. A medida que empeora la escasez, los gobiernos están privatizando el agua, lo que beneficia a los ricos e industrias en lugar de a los pobres. La privatización y comercialización del agua podrían exacerbar los conflictos sobre el agua y amenazar la seguridad mundial. El documento argumenta que el agua
El VIH/SIDA es causado por el virus VIH y se transmite a través de fluidos corporales como la sangre, el semen y las secreciones vaginales. El SIDA debilita el sistema inmunológico y deja al cuerpo vulnerable a infecciones y ciertos cánceres. Actualmente no existe una cura para el VIH/SIDA, pero los medicamentos antirretrovirales pueden controlar el virus y prevenir el desarrollo del SIDA, permitiendo una vida larga. El VIH/SIDA sigue siendo un importante problema de salud global
Der Biermarkt hat sich in den letzten Jahren gewandelt, dazu haben vor allem auch neue Produkte wie Biermixgetränke stark dazu beigetragen. Darüber hinaus erlangen auch leichte oder alkoholfreie Biere immer mehr an Bedeutung.
Um einen tieferen Einblick in die Bier-Trinkmotivationen, Konsumanlässe und Zielgruppen von Biertrinkern zu gewinnen, wurde die Kommunikation dazu in einschlägigen Internetforen mittels Community Research in einem Gemeinschaftsprojekt mit der Universität Hohenheim untersucht.
Produktlebenszyklus - Prof. Dr. Michael BerneckerYouMagnus
Der Produktlebenszyklus (PLZ) ist ein klassisches Modell im Rahmen des Produktmanagements welches sowohl für die Situationsanalyse als auch für die Vorbereitung und Unterstützung strategischer und insbesondere operativer Entscheidungen im Produktmanagement eingesetzt werden kann.
Ihren Ursprung findet die ökonomische Lebenszyklusanalyse in der Evolutionstheorie. Das evolutionstheoretisch fundierte Gesetz vom „Werden und Vergehen“ biologischen Lebens wurde hierzu auf wirtschaftliche Fragestellungen übertragen. Als Betrachtungsobjekte kommen dabei grundsätzlich verschiedene Konstrukte in Frage. So werden beispielsweise die Lebenszyklen von Märkten, Unternehmen, Branchen, Technologien oder Produkten betrachtet. Der Anwendungsschwerpunkt dieses Ansatzes liegt in der Analyse von einzelnen Produkten oder Produktgruppen, so dass sich der Begriff des Produktlebenszyklus (PLZ) fest etabliert hat.
Die Studie befasst sich mit allen Themen, die die Bewertung von Arztpraxen tangieren und stellt den IST-Zustand dar. Besonders interessant ist diese Arbeit für Steuerberater, Wirtschaftsprüfer, Rechtsanwälte, Unternehmensberater, Bank- und Versicherungsangestellte, (niedergelassene) Ärzte und Wissenschaftler.
2. 1. Was ist eine Panelforschung?
a) Definition
b) Zweck von Panels
c) Arten von Panels
d) Elemente eines Panels
2. Die Erhebung
3. Auswertung
4. Probleme
5. Literaturverzeichnis
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
3. a) Definition:
Längschnitt-Untersuchungen
„[…] als einen bestimmten, gleichbleibenden, repräsentativen Kreis von
Auskunftspersonen, der über einen längeren Zeitraum hinweg
fortlaufend oder in gewissen Abständen über im Prinzip den gleichen
Gegenstand befragt wird.“ (Hüttner 1999)
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
4. a) Definition:
Folgende Punkte müssen erfüllt werden:
der stets gleiche Sachverhalt,
zu den stets gleichen wiederkehrenden Zeitpunkten,
bei der stets gleichen Stichprobe,
und auf die stets gleiche Art und Weise. (Günther 2006)
Anmerkung: Nach dieser Definition sind die Befragungs-, Online- oder
Produktpanels keine Panels. Diese stellen eine besondere Form der
Befragungspanels dar.
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
5. b) Zweck von Panels
Die eigenen Kennzahlen des Unternehmens reichen nicht für eine
geeignete Marktbeobachtung aus.
Um aussagefähige Informationen zu erhalten, muss man den Markt in
seinem gesamten Umfang betrachten.
Damit erkennt man Veränderungen des Marktes im Zeitablauf und
Meinungs- und Verhaltenszusammenhänge
Dies dient als Grundlage für Prognosen
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
6. c) Arten von Panels:
Das Handelspanel:
Das klassische Instrument der Panelforschung
Die Verkäufe im Sortiment geführten Produkte werden erfasst und
Die Produkte / Marken des Geschäfts und
Zu welchen Preisen
Wird weiter in Food und Non Food Panel unterteilt
Zudem gibt es weitere Sonderformen Cash & Carry Panel, Gastronomie-
Panel und Impulspanels
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
7. c) Arten von Panels:
Das Verbraucherpanel:
Messung der Einkäufe der Verbraucher
Betrachtungsgegenstand sind Entverbraucherpanels
Weitere Gliederung in Haushalts- und Einzelpersonenpanels
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
8. c) Arten von Panels:
Das Fernsehzuschauerpanel:
Grundlage für die Analyse und Planung des Fernsehprogramms
Erfasst welche Haushalte und welche Personen zu welchen Zeiten wie
lange welche Sender und Sendungen nutzen (Günther 1998)
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
9. c) Arten von Panels:
Integrierte Panels:
Speziel das Nielsen Single Source
Hier wird der Einfluß der Werbung auf das Kaufverhalten gemessen
es wird festgehalten welche Person welchen Werbeblock gesehen hat
Anhand dieser Daten wird das Kaufverhalten verglichen
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
10. c) Arten von Panels:
Spezialpanel:
Meist als Fachhandelspanels bezeichnet
Für unterschiedliche gesonderte Branchen erstellt
Bezieht sich eher auf Lagerbestände und die daraus resultierenden
Ein- und Verkäufe
Gesonderte Branchen sind z.B.:
Apotheken
Schreibwaren
Drogerien etc.
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
11. d) Elemente eines Panels:
Die Grundgesamtheit (Menge eines Panels)
Die Stichprobe (repräsentative Teilmenge der Grundgesamtheit)
Die Erhebung (Befragungen, elektronische Verfahren, Beobachtungen)
Die Hochrechnung (durch einen Faktor wird die Stichprobe auf die
Grundgesamtheit verrechnet)
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
12. Handelspanel:
Klassische Methode ist die Inventurmethode
Neuere Methoden sind: Scannerkasse / Datenträgeraustausch /
Kombination aus beiden Methoden
Verbraucherpanel:
Klassische Methode ist der Haushaltskalender
Neuere Methoden sind: POS-Scanning / Inhome-Scanning /
Electronic Diary
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
13. Bevor es zur Auswertung kommt, müssen die Daten überprüft und für
die Datenbanken vorbereiten werden = Produktion
Die größten Marktforschungsinstitute GfK und A.C. Nielsen verwenden
jeweils eigene PC-geschützte Auswertungsprogramme
Beide Programmtypen vereinen:
das immer wiederkehrende Reporting (Erstellen immer gleicher
Ausdrucke) innerhalb der Unternehmen zu automatisieren,
dieses Reporting qualitativ zu verbessern,
zeitliche Vorteile herauszuarbeiten und
ad hoc Anfragen auch tatsächlich sofort erledigen zu können
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
14. Coverage
Die Auswahl von Panelteilnehmern
Panelsterblichkeit
Panel-Effekt
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011
15. Erichson, Bernd; Hammann, Peter (1990):
Marktforschung. 2. Aufl. Stuttgart; Ney York: Gustav Fischer
Hüttner, Manfred (1999):
Grundzüge der Marktforschung. 6. Aufl. München; Wien: Oldenbourg
Kuß, Alfred (2004):
Marktforschung. Grundlagen der Datenerhebung und Datenanalyse.
Wiesbaden: Gabler; GWV
Günther, Martin; Vossebein, Ulrich, Wildner, Raimund (1998):
Panels in der Marktforschung. Praxisorientierte Einführung mit Aufgaben
und Musterlösungen. Wiesbaden: Gabler
Günther, Martin; Vossebein, Ulrich, Wildner, Raimund (2006):
Marktforschung mit Panels. Arten – Erhebung – Analyse – Anwendung. 2.
Aufl. Wiesbaden: Gabler; GWV
Referat // Jens Eyrich // Sozial- und Marktforschung // Prof. Dr. Burkard Michel // 26.10.2011