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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| Main Authors | , , , |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Wiesbaden :
Springer Fachmedien Wiesbaden,
[2017]
|
| Subjects | |
| Online Access | Full text |
| ISBN | 9783658135614 9783658135607 |
| Physical Description | 1 online resource (x, 313 pages) |
Cover
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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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