Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling
Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade (auth.)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 managementCategories:
Year:
2017
Edition:
1
Publisher:
Gabler Verlag
Language:
english
Pages:
324
ISBN 10:
3658135611
ISBN 13:
9783658135614
File:
PDF, 9.69 MB
IPFS:
,
english, 2017
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