Von Thomas Uhlmann, Leiter Vertrieb, WELL BE FUND
Der Wert einer Marke entsteht durch das Vertrauen, das Konsumenten ihren favorisierten und geliebten Marken zusprechen. So greifen Konsumenten zum Beispiel unabhängig von Kriterien wie Preis und Gewicht zu einer Tafel Schokolade ihrer Lieblingsmarke, da sie vermuten, dass gewisse Erwartungen an Qualität und Geschmack erfüllt werden. Durch den Wert von Marken lassen sich Konsumenten also besser ansprechen. Die Markenloyalität ist nicht nur bei Konsumgütern, sondern ebenso im B2B-Segment zu beobachten – auch wenn hier technische Aspekte zum Teil eine signifikante Rolle spielen können.
Marke «well be» als Programm
Unter der Marke «well be» werden innovative Lösungen erarbeitet, die auf die individuellen Raumbedürfnisse des Menschen abgestimmt sind. Modernste Erkenntnisse in der Wechselbeziehung von Mensch und Architektur fließen in die Arbeit von «well be» ein, um alle Sinne des Menschen anzusprechen. Die Idee der Marke «well be» spiegelt sich direkt im Zweck wider: Es geht um Gesundheit und Wohlbefinden, um ein ganzheitliches Medical-Life-Style-Programm, unter anderem für älter werdende Menschen. Die Marke «well be» wurde von dem Züricher Architekten und Fondsinitiator Martin Blättler ins Leben gerufen. Entwickelt und gestaltet wurde die Marke «well be» durch den renommierten Wiener Markenstrategen Christian Satek (http://www.satek.at/). «well be» ist seit 2004 in der Schweiz und Europa geschützt, sie hat Ausstrahlungskraft und kommt gut an, weil sie rasch verstanden wird. Moderne Immobilien kombiniert mit den gesundheits-medizinischen Konzepten passen ausgezeichnet zusammen.
Wohlbefinden in jeder Hinsicht
Die Marke «well be» hat auch einen philosophischen Hintergrund und basiert auf der 5000-jährigen chinesischen Geschichte. Laotse und Konfuzius waren auch Mediziner. Sie haben Menschen angeleitet, zurück in die Natur zur Kraft zu gehen und Selbstverantwortung übernehmen. «well be» bedeutet Wohlbefinden. Und das sollen sich alle: die älteren Menschen, Projektentwickler und die Investoren. Mit den gesundheits-medizinischen Konzepten im Immobilien-Bereich passt dies daher ausgezeichnet. Die Marke soll sich durch die Betreiberkonzepte weiterentwickeln. Die Immobilien werden zusammen mit Service-Leistungen aufgebaut, die einen holistischen Ansatz verfolgen. Das Gesundheitskonzept soll naturheil-medizinisch integral mit Schul- und Alternativmedizin kombiniert werden: Die Medizin befindet sich in einem großen Prozess: Statt nur Pillen zu schlucken, werden neue Therapiekonzepte angeboten, für welche die entsprechenden Immobilien und Services passgenau dienen.
Marke ist ein hohes Gut
Zu einer Marke muss langfristige Sorge getragen werden. Sie ist ein hohes Gut. Eine starke Marke wird über Jahre aufgebaut. Ist eine Marke aber einmal negativ in die Schlagzeilen geraten, kann das die Kundenbindung erheblich schwächen. In einer Umfrage von «YouGov» in zehn europäischen Ländern gaben mehr als ein Drittel der Befragten an, wenigstens einmal in ihrem Leben eine Marke aufgrund eines Skandals boykottiert zu haben. Die Gründe für den Boykott sind dabei verschieden. Jedoch sind Marken und Produkte aus der Lebensmittelbranche häufiger betroffen. So geben 52 Prozent der Befragten an, schon einmal eine Lebensmittelmarke wegen schlechter Publicity nicht mehr gekauft zu haben. Am zweithäufigsten ist der Finanz- und Bankensektor von Boykott-Aktionen betroffen. 25 Prozent der befragten Europäer halten sich laut Studie von Marken aus dieser Branche nach einer Negativschlagzeile fern. Daher wird bei «well be» von Beginn weg auf saubere und transparente Prozesse mit entsprechendem Controlling Wert gelegt.
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WELL BE FUND
Wie Gesundheit und Wohlbefinden zur Marke werden
Von Thomas Uhlmann, Leiter Vertrieb, WELL BE FUND
Thomas Uhlmann, Jahrgang 1961, arbeitet seit mehr als zwei Jahren für die Immobilien- und Finanz-Plattform «well be» und koordinierte deren europaweiten Vertrieb. Er weist über 25 Jahre Erfahrung in der Betreuung von institutionellen Investoren im Bereich von Finanzprodukten auf.
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