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

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 c...

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Bibliographic Details
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)

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041 1 |a eng  |h ger 
100 1 |a Burmann, Christoph,  |e author. 
245 1 0 |a Identity-Based Brand Management :  |b Fundamentals-Strategy-Implementation-Controlling /  |c Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade. 
264 1 |a Wiesbaden :  |b Springer Fachmedien Wiesbaden,  |c [2017] 
300 |a 1 online resource (x, 313 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
504 |a Includes bibliographical references and index. 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a 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. 
505 0 |a 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. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Brand name products  |x Management. 
650 0 |a Branding (Marketing) 
650 0 |a Business. 
650 0 |a Marketing. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Riley, Nicola-Maria,  |e author. 
700 1 |a Halaszovich, Tilo,  |e author. 
700 1 |a Schade, Michael,  |e author. 
776 0 8 |i Print version:  |a Burmann, Christoph.  |t Identity-Based Brand Management.  |d Wiesbaden : Springer Fachmedien Wiesbaden, 2017  |z 3658135603  |z 9783658135607  |w (OCoLC)945231312 
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