Identity-Based Brand Management

Fundamentals—Strategy—Implementation—Controlling

Business & Finance, Marketing & Sales, Sales & Selling
Cover of the book Identity-Based Brand Management by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Springer Fachmedien Wiesbaden
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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

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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

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