Fundamentals—Strategy—Implementation—Controlling
by
Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich
Language: English
Release Date: April 24, 2017
This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the...