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

✍ Scribed by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade (auth.)

Publisher
Gabler Verlag
Year
2017
Tongue
English
Leaves
324
Edition
1
Category
Library
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✦ 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

✦ Table of Contents

Front Matter....Pages I-X
The Foundations of Identity-Based Brand Management....Pages 1-16
The Concept of Identity-Based Brand Management....Pages 17-90
Strategic Brand Management....Pages 91-172
Operational Brand Management....Pages 173-231
Identity-Based Brand Controlling....Pages 233-280
Identity-Based Trademark Protection....Pages 281-289
International Identity-Based Brand Management....Pages 291-312
Back Matter....Pages 313-316

✦ Subjects

Marketing

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