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Identity-Based Brand Management:…

by Christoph Burmann

|This title releases 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…
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Establishing a difference is the lynchpin of marketing. It can be achieved in many ways. The results can be magical and powerful: such as increasing, with little expense, the price of a little regarded fish from £0.15 a kilo to £1.00. As with many other…