good-better-best brands

German translation: „Good-Better-Best“-Struktur

GLOSSARY ENTRY (DERIVED FROM QUESTION BELOW)
English term or phrase:good-better-best brands
German translation:„Good-Better-Best“-Struktur
Entered by: Tanja Wohlgemuth

13:56 Nov 16, 2016
English to German translations [PRO]
Marketing - Marketing / Market Research
English term or phrase: good-better-best brands
We have Denmark’s broadest and deepest range, with more than 18,500 SKUs, including A-brands, B-brands and an award-winning Private Label programme that covers the spectrum of ***good-better-best brands***.

Kennt jemand den Begriff "good-better-best brands"? Ist damit etwas Konkretes gemeint oder soll einfach gesagt werden, dass Marken sämtlicher Gütequalitäten dabei sind?

Tausend Dank für eure Tipps bereits im Voraus!
Tanja Wohlgemuth
Germany
Local time: 02:38
"Good – Better – Best“-Struktur
Explanation:
Hier handelt es sich um eine Markenführungsstrategie zur Verkaufsförderung in verschiedenen Preisklassen.
Selected response from:

Ina Brachmann (X)
Portugal
Local time: 01:38
Grading comment
Das hat in meinem Kontext am besten gepasst, tausend Dank!
4 KudoZ points were awarded for this answer



Summary of answers provided
4Marken mit zielgruppenorientierter Segmentierung in untere, mittlere und obere Preisklasse
gofink
4"Good – Better – Best“-Struktur
Ina Brachmann (X)
3im unteren, mittleren und gehobenen Markensegment
Regina Eichstaedter
Summary of reference entries provided
'good-better-best' strategy
Thomas Pfann

Discussion entries: 2





  

Answers


1 hr   confidence: Answerer confidence 4/5Answerer confidence 4/5
Marken mit zielgruppenorientierter Segmentierung in untere, mittlere und obere Preisklasse


Explanation:
As brands get more sophisticated and expand their appeal to meet the needs of different consumers, brand-owners must create nomenclature systems to help differentiate and to help customers determine if they want the low end, the middle or the high end version of brand.... In some cases, brands may offer a family of offerings where there is no formal ‘good/better/best’ construct – essentially, all the levels are good/best but are designed to meet different needs. - see http://www.wantbranding.com/good-better-best/

Es geht also um zielgruppenorientierte Markensegmentierung, die mit der Preisklasse deckungsgleich ist: BMW uses an alpha-numeric approach using six different platforms – numbered 1-7 (the series skips ‘2’ for some reason) and as the numbers get higher, the cars get bigger and more fully featured. By and large price, points get higher too as you go up the line, although with options and extras there is a fair degree of overlap between each series. - see http://www.wantbranding.com/good-better-best/

gofink
Austria
Local time: 02:38
Native speaker of: Native in GermanGerman
PRO pts in category: 12
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21 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
"Good – Better – Best“-Struktur


Explanation:
Hier handelt es sich um eine Markenführungsstrategie zur Verkaufsförderung in verschiedenen Preisklassen.

Example sentence(s):
  • Umso wichtiger ist es, dass die Positionierung eines Händlers sich im Private Label Packaging wiederspiegelt. Die meisten Händler verfügen bereits über eine "good - better - best" Struktur.

    Reference: http://www.josdevries.de/blog/3-kernstrategien-fur-private-l...
    https://books.google.pt/books?id=SIOLBwAAQBAJ&pg=PA735&lpg=PA735&dq=%22Good+%E2%80%93+Better+%E2%80%93+Best%E2%80%9C-Struktur&source=bl&ots=
Ina Brachmann (X)
Portugal
Local time: 01:38
Native speaker of: German
PRO pts in category: 4
Grading comment
Das hat in meinem Kontext am besten gepasst, tausend Dank!
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3 days 19 hrs   confidence: Answerer confidence 3/5Answerer confidence 3/5
im unteren, mittleren und gehobenen Markensegment


Explanation:
meine Interpretation...

Regina Eichstaedter
Local time: 02:38
Specializes in field
Native speaker of: Native in GermanGerman
PRO pts in category: 112
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Reference comments


47 mins peer agreement (net): +1
Reference: 'good-better-best' strategy

Reference information:
Es geht hier schon um eine spezielle Marketingstrategie. Wie man das auf deutsch schön ausdrücken könnte, weiß ich nicht, daher dies hier nur als Referenz. Vielleicht hilft das ja weiter:

"[...] if you can determine your product’s perfect price, you end up in what I call a “Pricing Catch-22”: no matter what price you set, you’ll inevitably create missed profit opportunities. Some people would have paid more, while others would have purchased if only the price had been lower.

The way to break out of this Pricing Catch-22 is to offer good-better-best prices. Instead of creating missed pricing opportunities with a single price, this multi-price versioning strategy empowers you to capitalize on a downward sloping demand curve."
https://hbr.org/2013/02/why-good-better-best-prices-are-so-e...

"What is good, better, best? It's a selling technique that merchandisers have used for decades [...]. Correctly presented, it gives customers the ability to purchase the item that most closely fits their needs and their budget. When well executed, it enables marketers to upsell and increase the average order size."
http://www.targetmarketingmag.com/article/selling-good-bette...

Wird wohl im Deutschen häufig auch so übernommen. Beispiele:

„Zum Erfolgsrezept einiger Händler erklärt Ziegenfeld: „In vielen Sortimentsbereichen bauen sich die Preise in einer ‚good, better, best’-Logik auf. Der Kunde erkennt hier klar die Auswahl und den wahrnehmbaren Mehrwert höherer Preisstufen.“
http://printarchiv.absatzwirtschaft.de/content/marketingstra...

„Die starken Verkaufszahlen weltweit zeigen, dass unsere neuen Produkte nachgefragt werden und unsere Kunden unser im November 2013 eingeführtes „Good, Better, Best“-Preismodell positiv aufnehmen.“
http://www.go-with-us.de/2014/01/23/page/13/

Thomas Pfann
United Kingdom
Specializes in field
Native speaker of: Native in GermanGerman
PRO pts in category: 121

Peer comments on this reference comment (and responses from the reference poster)
agree  Erzsébet Czopyk: we call it Gut-Besser-Gösser :)
21 mins
  -> ;-)
neutral  Bernd Albrecht: Catch 22 - Obacht, die Sache hat einen Haken, nachzulesen z.B. bei https://en.wikipedia.org/wiki/Paul_Watzlawick und https://en.wikipedia.org/wiki/Catch-22
5 hrs
neutral  Ina Brachmann (X): 'good-better-best' Strategie
20 hrs
  -> Da gefällt mir dein Vorschlag mit der „Struktur“ besser als „Strategie“. Oder auch „Preismodell“ o.ä.
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