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

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

Burmann, Christoph
Riley, Nicola-Maria
Halaszovich, Tilo
Schade, Michael

80,07 €(IVA inc.)

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

  • ISBN: 978-3-6581-3560-7
  • Editorial: Springer Gabler
  • Encuadernacion: Rústica
  • Páginas: 316
  • Fecha Publicación: 18/05/2017
  • Nº Volúmenes: 1
  • Idioma: Inglés