Identity-Based Brand Management
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-13560-7 (ISBN)
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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 managementProf. Dr. Christoph Burmann is the holder of the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. Dr. Nicola Riley is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.Dr. Tilo Halaszovich is post-doc at the Chair of International Management and Governance (IMG) at the University of Bremen/Germany.Dr. Michael Schade is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.
The 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.
| Erscheinungsdatum | 12.05.2017 |
|---|---|
| Zusatzinfo | X, 316 p. 133 illus., 23 illus. in color. |
| Verlagsort | Wiesbaden |
| Sprache | englisch |
| Original-Titel | Identitätsbasierte Markenführung |
| Maße | 168 x 240 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| Schlagworte | Brand • Brand controlling • Brand Management • business and management • International brand management • Marketing • Operative brand management • Strategic Brand Management • Trademark protection |
| ISBN-10 | 3-658-13560-3 / 3658135603 |
| ISBN-13 | 978-3-658-13560-7 / 9783658135607 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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