Overview
- 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
- Includes supplementary material: sn.pub/extras
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Table of contents (7 chapters)
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Front Matter
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Back Matter
Keywords
About this book
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 managementAuthors and Affiliations
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.
Bibliographic Information
Book Title: Identity-Based Brand Management
Book Subtitle: Fundamentals—Strategy—Implementation—Controlling
Authors: Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
DOI: https://doi.org/10.1007/978-3-658-13561-4
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden GmbH 2017
eBook ISBN: 978-3-658-13561-4Published: 24 April 2017
Edition Number: 1
Number of Pages: X, 316
Number of Illustrations: 110 b/w illustrations, 23 illustrations in colour
Topics: Marketing