Identity-Based Brand Management
Fundamentals—Strategy—Implementation—Controlling
Autoren: Burmann, C., Riley, N.-M., Halaszovich, T., Schade, M.
Vorschau- 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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- Über dieses Lehrbuch
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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 - Über die Autor*innen
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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.
- Inhaltsverzeichnis (7 Kapitel)
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The Foundations of Identity-Based Brand Management
Seiten 1-16
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The Concept of Identity-Based Brand Management
Seiten 17-90
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Strategic Brand Management
Seiten 91-172
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Operational Brand Management
Seiten 173-231
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Identity-Based Brand Controlling
Seiten 233-280
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Inhaltsverzeichnis (7 Kapitel)
- Download Vorwort 1 PDF (176 KB)
- Download Probeseiten 2 PDF (975 KB)
- Download Inhaltsverzeichnis PDF (139.6 KB)
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Bibliografische Information
- Bibliographic Information
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- Buchtitel
- Identity-Based Brand Management
- Buchuntertitel
- Fundamentals—Strategy—Implementation—Controlling
- Autoren
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- Christoph Burmann
- Nicola-Maria Riley
- Tilo Halaszovich
- Michael Schade
- Copyright
- 2017
- Verlag
- Gabler Verlag
- Copyright Inhaber
- 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
- Auflage
- 1
- Seitenzahl
- X, 316
- Anzahl der Bilder
- 110 schwarz-weiß Abbildungen, 23 Abbildungen in Farbe
- Themen
