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Bibliographic Details

Title: Identity-Based Brand Management: Fundamentals?Strategy?Implementation?Controlling
Publisher: Springer Gabler
Publication Date: 2017
Language: English
ISBN 10: 3658135603
ISBN 13: 9783658135607
Binding: Soft cover
Condition: good

About this title

Synopsis

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

About the Author

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.

"About this title" may belong to another edition of this title.

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