Authors:
- 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
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
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Chair of innovative Brand Management (LiM®), University of Bremen, Bremen, Germany
Christoph Burmann, Nicola-Maria Riley, Michael Schade
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Chair in International Management and Governance, University of Bremen, Bremen, Germany
Tilo Halaszovich
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