Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich

Identity-Based Brand Management

Fundamentals-Strategy-Implementation-Controlling

• Broschiertes Buch

Produktbeschreibung

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

Produktdetails

• Verlag: Springer Fachmedien Wiesbaden / Springer Gabler / Springer Gabler Springer Fachmedien Wiesbaden Gm
• Artikelnr. des Verlages: 978-3-658-13560-7
• 1st ed. 2017
• Seitenzahl: 316
• Englisch
• Abmessung: 240mm x 169mm x 15mm
• Gewicht: 606g
• ISBN-13: 9783658135607
• ISBN-10: 3658135603
• Artikelnr.: 44711726

Autorenporträt

Prof. 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.

Inhaltsangabe

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.