Identity-Based Brand Management: Fundamentals―Strategy―Implementation―Controlling

by Christoph Burmann (Author), Michael Schade (Contributor), Nicola-Maria Riley (Contributor), Tilo Halaszovich (Contributor), Christoph Burmann (Author), Michael Schade (Contributor)

• Used

  Paperback
  2017

  $6.08

  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