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Identity-Based Brand Management : Fundamentals—Strategy—Implementation—Controlling / by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade

By: Contributor(s): Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: SpringerLink BücherPublisher: Wiesbaden : Springer Gabler, 2017Description: Online-Ressource (X, 316 p. 133 illus., 23 illus. in color, online resource)ISBN:
  • 9783658135614
Subject(s): Additional physical formats: 9783658135607 | Erscheint auch als: Identity-based brand management. Druck-Ausgabe Wiesbaden : Springer Gabler, 2017. X, 316 SeitenDDC classification:
  • 658.8
RVK: RVK: QP 624LOC classification:
  • HF5410-5417.5
DOI: DOI: 10.1007/978-3-658-13561-4Online resources: Summary: 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/GermanySummary: 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 managementPPN: PPN: 1658241290Package identifier: Produktsigel: ZDB-2-BUM | ZDB-2-SEB | ZDB-2-SXBM
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