Identity-Based Brand Management
Fundamentals—Strategy—Implementation—Controlling| By: | Christoph Burmann; Nicola-Maria Riley; Tilo Halaszovich; Michael Schade |
| Publisher: | Springer Nature |
| Print ISBN: | 9783658135607 |
| eText ISBN: | 9783658135614 |
| Edition: | 2 |
| Copyright: | 2017 |
| Format: | Reflowable |
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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