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Identity-based brand management

fundamentals, strategy, implementation, controlling
Author: Search for this author Burmann, Christoph, 1962- (author); Riley, Nicola-Maria (author); Halaszovich, Tilo F., 1978- (author); Schade, Michael, 1978- (author)
Statement of Responsibility: Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
Year: [2017]
Publisher: Wiesbaden, Springer Gabler
Media group: Book/Buch
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Barcode: 01156224 Locations: 2.4.1 IDE Status: available

Content

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.

Details

Statement of Responsibility: Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
Year: [2017]
Publisher: Wiesbaden, Springer Gabler
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Classification: Search for this systematic 2.4.1
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ISBN: 978-3-658-13560-7
ISBN (2nd): 978-3-658-13561-4
Description: X, 316 Seiten, Illustrationen
Tags: Brand Image, Brand, Internationalization, Online Marketing, Brand management, Markenimage, Markenartikel, Internationalisation, Internationalisierung, Markenführung, Markenpolitik, Branding, Markenmanagement, Brand strategy
Chained Tags: Markenpolitik / Brand Image / Markenimage
Participating parties: Search for this character Schade, Michael, 1978-
Language: eng
Original title: Identitätsbasierte Markenführung
Media group: Book/Buch