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Identity-Based Brand Management

Fundamentals—Strategy—Implementation—Controlling

Authors: Burmann, C., Riley, N.-M., Halaszovich, T., Schade, M.

  • Provides a theoretically based and comprehensive overview of the identity-based brand management
  • Shows how to make brands a success
  • With numerous illustrative practicable examples
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Buy this book

eBook $34.99
price for USA (gross)
  • ISBN 978-3-658-13561-4
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $44.99
price for USA
  • ISBN 978-3-658-13560-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this Textbook

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 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.


Table of contents (7 chapters)

  • The Foundations of Identity-Based Brand Management

    Burmann, Christoph (et al.)

    Pages 1-16

  • The Concept of Identity-Based Brand Management

    Burmann, Christoph (et al.)

    Pages 17-90

  • Strategic Brand Management

    Burmann, Christoph (et al.)

    Pages 91-172

  • Operational Brand Management

    Burmann, Christoph (et al.)

    Pages 173-231

  • Identity-Based Brand Controlling

    Burmann, Christoph (et al.)

    Pages 233-280

Buy this book

eBook $34.99
price for USA (gross)
  • ISBN 978-3-658-13561-4
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $44.99
price for USA
  • ISBN 978-3-658-13560-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Identity-Based Brand Management
Book Subtitle
Fundamentals—Strategy—Implementation—Controlling
Authors
Copyright
2017
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH
eBook ISBN
978-3-658-13561-4
DOI
10.1007/978-3-658-13561-4
Softcover ISBN
978-3-658-13560-7
Edition Number
1
Number of Pages
X, 316
Number of Illustrations and Tables
110 b/w illustrations, 23 illustrations in colour
Topics