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Global Branding Essay

6974 words - 28 pages

1 EinleitungIn den letzten Jahren gab es auf dem internationalen Markenparkett enorme Veränderungen. In Emerging Markets wie Lateinamerika, Russland, Osteuropa und vor allem Süd- Ostasien genügt eine klassische Positionierung nach Porter nicht mehr. Für den nachhaltigen Erfolg im globalen Markt braucht es flexible, parallele Positionierungsstrategien, die viele Optionen offen lassen.Es gibt viele Hindernisse beim Aufbau einer starken Marke, wie z.B. der intensive Kommunikationswettbewerb, die technisch-objektive Austauschbarkeit vieler Angebote und die sinkende Markentreue selbst zufriedener Kunden. Aufgrund der Globalisierung der Märkte, der enormen Einführungskosten und der hohen Flopgefahr bei neuen Marken liegt es nahe, Wachstum durch den Kauf von erfolgreichen Marken zu erzeugen.Einigen Unternehmen gelang es, eine bestehende Marke für die Diversifikation in neue Segmente zu nutzen. Die Problematik in der Markenführung wird aber durch die Markenerweiterung verstärkt, und dadurch nimmt die Komplexität zu. Entscheidend für den nachhaltigen Erfolg ist nicht die Macht der globalen Marke, sondern die Berücksichtigung der Gewohnheiten und Präferenzen der lokalen Konsumenten. Deshalb ist die wichtigste Aufgabe im Marketing, das Phänomen Marke zu entziffern und durch eine ganzheitliche Betrachtung eine starke Marke aufzubauen. Für wachstumsorientierte Markenartikelhersteller stellt sich aber nun die Frage nach einer geeigneten markenpolitischen Strategie, die auch auf Auslandsmärkten Erfolg verspricht.2 Gang der ArbeitNachdem nun die Hintergründe und Problemstellung erklärt wurden, folgt als erstes ein Überblick zum Thema Branding, in der die Bedeutung der Marke und Namensgebungsprozesse genauer beleuchtet werden. Auch wenn der Titel dieser Arbeit 'Global Branding' lautet, konzentrieren wir uns danach nicht nur auf die Markierung als solches, sondern gehen auch näher auf Fragen der globalen Markenführung ein.So wird nach einem Kapitel, das die sozio-kulturellen Einflüsse auf das Global Branding zeigt, der Aufbau von globalen Marken idealtypisch dargestellt und erklärt. Da bei dem Aufbau von globalen Marken aber immer Probleme auftreten können, werden danach die Problemfelder des Global Branding erörtert.3 BrandingEine Marke wird gemäß § 1des Markenschutzgesetzes folgendermaßen definiert:"Marken können alle Zeichen sein, die sich graphisch darstellen lassen, insbesondere Wörter einschließlich Personennamen, Abbildungen, Buchstaben, Zahlen und die Form oder Aufmachung der Ware, soweit solche Zeichen geeignet sind, Waren oder Dienstleistungen eines Unternehmens von denjenigen anderer Unternehmen zu unterscheiden."Um die Markenstrategie und die Markenpositionierung umsetzen zu können, müssen unterschiedliche Markenelemente angewendet werden. Diese Markenelemente sind der Markenname,...

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