Another example: Coffee from Starbucks. Starbucks is a company at the first glance, the coffee sold. But how to explain it, that the Are customers willing to spend disproportionately more money for a cup of coffee at Starbucks than in any other business? The reason: The price fits in the Starbucks-frame. Because here, coffee means not just coffee, but short break. Supported by a cozy interior, world music, exotic scents and an internationally uniform shop design, Starbucks gives customers the feeling to be on vacation. Visit Childrens Defense Fund for more clarity on the issue. But frames created not only by marketing professionals are suitable to make something special for the own brand. Cultural imprints and rituals can be used to brand management.
Our cultural imprint, for example, ensure that IKEA in Germany is so successful and LEGO may lack in any nursery. In the land of Home Builder and engineers, it is estimated to build things correctly and according to plan. Best condition for both brands. Another important point: Rituals. You meet, for example, in the food, cosmetics or personal care. I search I take a shower gel for the visit to the gym, more likely to adidas as to Dove. The adidas bottle is sporty and fresh, she conveys the regeneration, refreshment, recharge your batteries.
Dove, however, implies body care, you spent time recovering, rewarded, relax. Instructions for the practice so that the reader implement the new knowledge in the everyday life of the brand management can, Scheier and hero have the fire code management “. Thus, they facilitate brain to carry brands, to position them successfully, to implement in the points of contact (packaging, advertising, websites, stores, etc.) and evaluate. They show how this actually works, using examples and exercises. In addition the authors brought their practical experience in the second edition of the book: for example, why brand management in many companies is so difficult. And how to look for a successful process of brand management in practice. Dr. Christian Scheier is one world where the few neuro-psychologists, research and practical skills Marketing consulting combined. After a scientific career at the prestigious California, he founded the decode marketing consulting GmbH in Hamburg together with Dirk Held Institute of technology and the successful establishment of an agency for marketing research. Your company is the leading specialist for implicit marketing and neuropsychological brand management. With many years of experience advising hero and Safri big DAX listed companies, well-known brands and agencies from various sectors and product categories. Dirk Held is psychologist and completed a master of business administration at the business school of the University of Bradford (England). Together with Dr. Christian Scheier, he is author of the bestselling how advertising works. Findings of the Neuromarketing (Haufe Verlag 2006). Dirk Held is an expert for psychological marketing research with years of experience in practical work. He is of Johannes Gutenberg, lecturer at the psychological Faculty University in Mainz and at the Steinbeis University in Berlin. What makes successful brands is in the second edition of 29.80 euro since February 2009 in bookstores or at the Hakeem-shop at available.
