Identity-based brand management : fundamental- strategy-implementation- controlling

Author

Additional Author(s)

• Schade, Michael
• Halaszovic, Tilo
• Riley, Nicola-Maria
• Burmann, Christoph

Publisher

Wiesbaden: Springer, 2017

Language

English

ISBN

9783658135607

Series

Subject(s)

• BRAND NAME PRODUCTS-MANAGEMENT
• BRANDING (MARKETING)

Notes

. Bibliography: p. 308-312. Index: p. 313-316

Abstract

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 among 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.

Physical Dimension

Number of Page(s)

x, 316 p.

Dimension

24 cm.

Other Desc.

ill.

Summary / Review / Table of Content

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.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00727/18	658.827 Ide	Library - 7th Floor	Available