Kommunikation (Relaunch) der eigenen Handelsmarke, Beispiel Galexis AG

The aim of this work and the communication concept is to determine how the brand core defined in an earlier strategy paper, 'The Private Label of Health Retail', can be best communicated to pharmacy customers. The theoretical foundations provide the basis for this. The expert interviews conducted with professionals from advertising agencies and pharmacists were analyzed using qualitative content analysis. The results provide customer- and practice-relevant inputs for the practical part of this thesis. These insights, woven into the communication concept, contribute to answering the research question.