.

0 (hodnocen0 x )

EB

EB

ONLINE

Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017

1 online zdroj

ISBN 978-3-658-13561-4 (e-kniha)

ISBN 9783658135607 (print)

Printed edition: ISBN 9783658135607

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.

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..

001476729