Identity-Based Brand Management
Fundamentals—Strategy—Implementation—Controlling
Business & Finance, Marketing & Sales, Sales & Selling
| Author: | Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade | ISBN: | 9783658135614 |
| Publisher: | Springer Fachmedien Wiesbaden | Publication: | April 24, 2017 |
| Imprint: | Springer Gabler | Language: | English |
| Author: | Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade |
| ISBN: | 9783658135614 |
| Publisher: | Springer Fachmedien Wiesbaden |
| Publication: | April 24, 2017 |
| Imprint: | Springer Gabler |
| Language: | English |
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 concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability.
The content
- Foundation of identity-based brand management
- The concept of identity-based brand management
- Strategic brand management
- Operational brand management
- Identity-based brand controlling
- Identity-based trademark protection
- International identity-based brand management
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 concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability.
The content
- Foundation of identity-based brand management
- The concept of identity-based brand management
- Strategic brand management
- Operational brand management
- Identity-based brand controlling
- Identity-based trademark protection
- International identity-based brand management
