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Identity-Based Brand Management

Fundamentals—Strategy—Implementation—Controlling

Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade (Autoren)

Buch | Softcover

X, 316 Seiten

2017 | 1st ed. 2017
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-13560-7 (ISBN)

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Identity-Based Brand Management

Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

2023, 2. Auflage

Buch | Softcover

40, ⁰² €

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lt;p>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

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.

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.

Erscheinungsdatum	12.05.2017
Zusatzinfo	X, 316 p. 133 illus., 23 illus. in color.
Verlagsort	Wiesbaden
Sprache	englisch
Original-Titel	Identitätsbasierte Markenführung
Maße	168 x 240 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Brand • Brand controlling • Brand Management • business and management • International brand management • Marketing • Operative brand management • Strategic Brand Management • Trademark protection
ISBN-10	3-658-13560-3 / 3658135603
ISBN-13	978-3-658-13560-7 / 9783658135607
Zustand	Neuware