1. Einführung
1.1 Marken-Definitionen
1.2 Wirkung von Marken
2. Ziele und Nutzendimensionen der Markenführung
3. Identitätsorientierte Markenführung
4. Markenwert
5. Markenführungsentscheidungen
5.1 Ausgestaltung der Markenarchitektur
5.2 Markentransfers
Prof. Dr. Thorsten Wiesel | Marketing 1
,Funktionen von Marken:
Marken als rechtlich geschützte Zeichen
/ Kennzeichen der Urheberschaft und damit Identifizierbarkeit als rechtlich geschützte Funktion
/ Kennzeichen für Warenherkunft seit der Antike verwendet
/ Marken- und Warenzeichengesetz als Grundlage des Markenrechtsschutzes
/ (Markenrechte als Gegenstände des Anlagevermögens [§ 248 Abs. 2 HGB; § 5 EStG])
Prof. Dr. Thorsten Wiesel | Marketing 1
, Markendefinitionen I
/ Eine Vielzahl von verschiedenen Markendefinitionen existiert in Theorie und Praxis
„A name, term, design, symbol, or any other feature that identifies one seller‘s good or service as distinct fr
of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or a
that seller.“
Quelle: American Marketing Association (AMA) (2004), siehe bspw. Burmann, Meffert, Koers (2005), S. 6
„Im Kern stellen Marken schutzfähige Zeichen zur Unterscheidung von Produkten dar.“
Quelle: Sattler, Völckner (2007), S. 26.
Prof. Dr. Thorsten Wiesel | Marketing 1
4
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