WERTE IM UMBRUCH
WERTE IM UMBRUCH
WERTE IM UMBRUCH
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65 I<br />
ENTWICKLUNG MARKENPROFIL ESPRIT 2003-2007<br />
Die Repositionierung von ESPRIT war ein großer<br />
Erfolg – Das Markenprofil hat sich geändert<br />
ZIELPROFIL<br />
"collection" 2003<br />
Solidarity E Stimulation<br />
MARKENPROFIL 2003 Passion<br />
Passion<br />
Passion<br />
Passion<br />
Thrill&Fun<br />
Thrill&Fun<br />
Thrill&Fun<br />
Thrill&Fun<br />
MARKENPROFIL 2007<br />
–<br />
Solidarity E<br />
Stimulation<br />
Fair Fair<br />
Purism<br />
Nature<br />
Total Cost<br />
Tranquil<br />
Smart<br />
Shopping<br />
Prestige<br />
Classic<br />
Price R<br />
Vitality<br />
Clanning<br />
Quality<br />
Service<br />
Proven<br />
Thrill&Fun<br />
Entertainment<br />
Carefree<br />
Carefree<br />
Carefree<br />
Cool&Trendy<br />
24/7<br />
Protech<br />
Personal<br />
Efficiency<br />
Customized<br />
Customized<br />
Solutions<br />
Nature<br />
Nature<br />
Nature<br />
Nature<br />
Total Total Total Total Cost<br />
Cost<br />
Cost<br />
Cost<br />
Smart<br />
Smart<br />
Smart<br />
Smart<br />
Shopping<br />
Shopping<br />
Shopping<br />
Shopping<br />
Proven<br />
Proven<br />
Proven<br />
Proven<br />
Quelle: Roland Berger; BCN Typologie der Wünsche (Mai 2007; n = 2.017; Bevölkerung 14 Jahre und älter)<br />
+<br />
–<br />
–<br />
Fair<br />
Fair<br />
Fair<br />
Fair<br />
Tranquil<br />
Tranquil<br />
Tranquil<br />
Tranquil<br />
Purism<br />
Purism<br />
Purism<br />
Purism<br />
Classic<br />
Classic<br />
Classic<br />
Classic<br />
Price R<br />
Fair<br />
Fair<br />
Fair<br />
Nature<br />
Nature<br />
Nature<br />
Tranquil<br />
Tranquil<br />
Tranquil<br />
Purism<br />
Purism<br />
Purism<br />
Total Total Total Cost<br />
Cost<br />
Cost<br />
Smart<br />
Smart<br />
Smart<br />
Shopping<br />
Shopping<br />
Shopping<br />
Passion<br />
Passion<br />
Passion<br />
Classic<br />
Classic<br />
Classic<br />
Vitality<br />
Vitality<br />
Vitality<br />
Vitality<br />
Service<br />
Service<br />
Service<br />
Service<br />
Quality<br />
Quality<br />
Quality<br />
Quality<br />
ZIELPROFIL<br />
"edp" 2003<br />
Carefree<br />
Carefree<br />
Carefree<br />
Carefree<br />
Clanning<br />
Clanning<br />
Clanning<br />
Clanning<br />
New&Cool<br />
New&Cool<br />
New&Cool<br />
New&Cool<br />
Vitality<br />
Vitality<br />
Vitality<br />
Service<br />
Service<br />
Service<br />
Quality<br />
Quality<br />
Quality<br />
Proven<br />
Proven<br />
Proven<br />
24/7<br />
24/7<br />
24/7<br />
24/7<br />
Protech<br />
Protech<br />
Protech<br />
Protech<br />
Personal<br />
Personal<br />
Personal<br />
Personal<br />
Efficiency<br />
Efficiency<br />
Efficiency<br />
Efficiency<br />
Customized<br />
Customized<br />
Customized<br />
Customized<br />
Solutions<br />
Solidarity E Stimulation<br />
Price R<br />
Thrill&Fun<br />
Thrill&Fun<br />
Thrill&Fun<br />
Carefree<br />
Carefree<br />
Carefree<br />
Customized<br />
Customized<br />
Customized<br />
+<br />
Clanning<br />
Clanning<br />
Clanning<br />
New&Cool<br />
New&Cool<br />
New&Cool<br />
24/7<br />
24/7<br />
24/7<br />
Protech<br />
Protech<br />
Protech<br />
Personal<br />
Personal<br />
Personal<br />
Efficiency<br />
Efficiency<br />
Efficiency<br />
Solutions<br />
+<br />
–<br />
Solidarity E<br />
Stimulation<br />
Fair Fair<br />
Purism<br />
Nature<br />
Total Cost<br />
Tranquil<br />
Smart<br />
Shopping<br />
Prestige<br />
Classic<br />
Price R<br />
Vitality<br />
Clanning<br />
Quality<br />
Service<br />
Proven<br />
Thrill&Fun<br />
Entertainment<br />
Carefree<br />
Carefree<br />
Carefree<br />
Cool&Trendy<br />
24/7<br />
Protech<br />
Personal<br />
Efficiency<br />
Customized<br />
Customized<br />
Solutions<br />
+
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