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EBOOK
Author Burmann, Christoph,
Title Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling / Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade.
Imprint Wiesbaden : Springer Fachmedien Wiesbaden, [2017]

LOCATION CALL # STATUS MESSAGE
 OHIOLINK SPRINGER EBOOKS    ONLINE  
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LOCATION CALL # STATUS MESSAGE
 OHIOLINK SPRINGER EBOOKS    ONLINE  
View online
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


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