Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling - Couverture souple

Burmann, Christoph

Couverture souple

ISBN 10 : 3658135603 ISBN 13 : 9783658135607

Editeur : Springer Gabler, 2017

Synopsis

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

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Springer Gabler
• Date d'édition: 2017
• ISBN 10: 3658135603
• ISBN 13: 9783658135607
• Reliure: Broché
• Langue: anglais
• Numéro d'édition: 1
• Nombre de pages: 328
• Coordonnées du fabricant: non disponible