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

• Main Authors: Burmann, Christoph, (Author), Riley, Nicola-Maria, (Author), Halaszovich, Tilo, (Author), Schade, Michael, (Author)
• Format: eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden, [2017]
• Subjects: Brand name products > Management.; Branding (Marketing); Business.; Marketing.; elektronické knihy; electronic books
• ISBN: 9783658135614; 9783658135607
• Physical Description: 1 online resource (x, 313 pages)
• Access: Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty

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 The authors 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.