Identity-Based Brand Management: Fundamentals_Strategy_Implementation_Controlling

Burmann, Christoph, Riley, Nicola-Maria, Halaszovich, Tilo,

ISBN 10: 3658135603 / ISBN 13: 9783658135607

Edité par Springer Gabler, 2017

A propos de cet article

New.

N° de réf. du vendeur ERICA75836581356035

Détails bibliographiques

• Titre: Identity-Based Brand Management: Fundamentals_Strategy_Implementation_Controlling
• Éditeur: Springer Gabler
• Date de parution: 2017
• Langue: anglais
• ISBN à 10 chiffres: 3658135603
• ISBN à 13 chiffres: 9783658135607
• Reliure: Paperback
• État de l'article: New
• Type de livre: book

A propos de ce titre

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

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.