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Marken | p-style.de

Marken

Eine Marke oder ein Markenzeichen (englisch trademark) wurde mit der Markenrechtsreform 1995 offiziell in Deutschland eingeführt. Das Warenzeichen als traditionelle Bezeichnung war mit dem notwendig gewordenen Schutz von Dienstleistungen als Produkt nicht mehr umfassend genug aussagekräftig geworden. Nun erweitert ein besonderes, rechtlich geschütztes Zeichen, das vor allem dazu dient, Waren oder Dienstleistungen eines Unternehmens von konkurrierenden Waren oder Dienstleistungen anderer Unternehmen zu unterscheiden.

Eine Marke kann aber auch dazu verwendet werden, um ein ganzes Unternehmen oder das Leistungsangebot eines ganzen geografischen Orts (Land, Region, Stadt) eindeutig zu kennzeichnen und von konkurrierenden Unternehmen oder Angeboten abzugrenzen. Marken können eine einzelne Darstellung oder eine Kombinationen von einem oder mehrerer Buchstaben, Zeichen, Wörter, Namen, Slogans, Logos, Symbolen, Bildern, Klängen, Klangfolgen bzw. von Erscheinungsformen und Mustern von und für Produkte verschiedenster Art sein. Markenrechte sind ähnlich wie Patente und Urheberrechte immaterielle Monopolrechte, oft auch als geistiges Eigentum bezeichnet. Quelle: Wikipedia

Ein interessanter Artikel zum Thema Lifestyle-Marken:

Apple, Nespresso, Red Bull – Wie Marken zum Lifestyle werden

„Es gibt eine Menge Produkte, die wir nicht nur wegen ihres Inhalts -sondern auch der Marke- kaufen, die dahinter steht. Grund dafür ist der gewisse Lifestyle, den wir mit vielen Marken verbinden und den wir (unbewusst) auch genießen wollen. Anhand prominenter Beispiele werden drei verschiedene Wege vom Produkt zur Lifestyle Marke nachgezeichnet.

Prinzipiell gilt nach Michael Porter, dass ein Unternehmen dann erfolgreich ist, wenn es potentielle Marktbarrieren aufbauen kann. Diese können zum einen von einer Kostenführerschaft ausgehen, wenn nachhaltig wenig Produktionskosten anfallen oder durch eine Qualitätsführerschaft entstehen, wenn eine Marke für besonders hohe Qualität oder eben für Lifestyle steht.“ …weiterlesen!

Quelle: http://www.newsgrape.com/a/RjaCA8CcR4JmHtac_YUKg/apple-nespresso-red-bull-wie-marken-zum-lifestyle-werden/

 

 

Info – Die wertvollsten deutschen Marken:

Markenwert der wertvollsten deutschen Marken im Jahr 2012
Mehr Statistiken finden Sie bei Statista

 

Ausgewählte Deutsche Marken im Web:

Mercedes-Benz –  BMW –  SAPBASFHugo BossPorsche –  AudiBayerAdidasEnbwSiemensBosch

 

Info – Die wertvollsten Marken weltweit:

Wertvollste Marken weltweit nach Markenwert im Jahr 2012
Mehr Statistiken finden Sie bei Statista

Info – Shoppingtipps Marke: BOSS

Info – Shoppingtipps Marke: APPLE

 

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