| Author |
Burmann, Christoph,
|
| Subject |
Brand name products -- Management.
|
|
Branding (Marketing)
|
|
Business.
|
|
Marketing.
|
| Alt Name |
Riley, Nicola-Maria,
|
|
Halaszovich, Tilo,
|
|
Schade, Michael,
|
| Description |
1 online resource (x, 313 pages) |
| Bibliography Note |
Includes bibliographical references and index. |
| Summary |
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 The authors 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. |
| 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. |
| Note |
Online resource; title from digital title page (viewed on October 04, 2018). |
| ISBN |
3658135611 (electronic book) |
|
9783658135614 (electronic book) |
|
3658135603 |
|
9783658135607 |
| ISBN/ISSN |
10.1007/978-3-658-13561-4 |
| OCLC # |
986242287 |
| Link |
Springer eBooks |
| Additional Format |
Print version: Burmann, Christoph. Identity-Based Brand Management. Wiesbaden : Springer Fachmedien Wiesbaden, 2017 3658135603 9783658135607 (OCoLC)945231312 |
|
Search 
Search 
Previous Item
Permanent Link
