Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling by Christoph Burmann

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

byChristoph Burmann, Nicola-Maria Riley, Tilo Halaszovich...

Kobo ebook | April 24, 2017

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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

Title:Identity-Based Brand Management: Fundamentals—Strategy—Implementation—ControllingFormat:Kobo ebookPublished:April 24, 2017Publisher:Springer Fachmedien WiesbadenLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:3658135611

ISBN - 13:9783658135614

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