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Synopsis
This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.
Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l?auteur
Prof. Dr. Christoph Burmann is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. He heads the working group Innovative Brand Management.
Dr. Nicola Riley is a Postdoc at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.
Prof. Dr. Tilo Halaszovich is a Professor of Global Markets & Firms at the Jacobs University Bremen, Germany.
Dr. Michael Schade is a Lecturer at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.
Prof. Dr. Kristina Klein is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. She heads the working group Consumer Behavior.
Dr. Rico Piehler is a Senior Lecturer at the Department of Marketing at Macquarie University in Sydney, Australia.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
- ÉditeurSpringer Gabler
- Date d'édition2023
- ISBN 10 3658401885
- ISBN 13 9783658401887
- ReliureBroché
- Langueanglais
- Numéro d'édition2
- Nombre de pages314
- Coordonnées du fabricantnon disponible
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Identity-Based Brand Management, m. 1 Buch, m. 1 Beilage
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ISBN 10 : 3658401885
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Etat : New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external bra. N° de réf. du vendeur 757484135
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Identity-Based Brand Management : Fundamentals¿Strategy¿Implementation¿Controlling
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ISBN 10 : 3658401885
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Bündel. Etat : Neu. Druck auf Anfrage Neuware - Printed after ordering - This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge. N° de réf. du vendeur 9783658401887
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Identity-Based Brand Management, m. 1 Buch, m. 1 E-Book
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ISBN 10 : 3658401885
ISBN 13 : 9783658401887
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Sonstige Video. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge. 314 pp. Englisch. N° de réf. du vendeur 9783658401887
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Identity-Based Brand Management
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ISBN 13 : 9783658401887
Neuf
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Bündel. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, 69121 Heidelberg 328 pp. Englisch. N° de réf. du vendeur 9783658401887
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ISBN 10 : 3658401885
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