ENGLISH

Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling

By Christoph Burmann , Tilo Halaszovich , Michael Schade (auth.) , Nicola-Maria Riley

Book information

Publisher
Gabler Verlag
Year
2017
ISBN
978-3-658-13560-7, 978-3-658-13561-4
DOI
10.1007/978-3-658-13561-4
Language
english
Format
PDF
Filesize
10 MB (10164619 bytes)
Edition
1
Pages
X, 316\324
Time added
2017-06-25 01:09:14
Marketing

Description

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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