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 Electronic eBook
LanguageEnglish
Published Wiesbaden : Springer Fachmedien Wiesbaden, [2017]
Subjects
Brand name products > Management.
Branding (Marketing)
Business.
Marketing.
elektronické knihy
electronic books
Online AccessFull text
ISBN9783658135614
9783658135607
Physical Description1 online resource (x, 313 pages)

Cover

Table of Contents:
  • 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.

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