Hidden Bibliographic Details
| Other authors / contributors: | Riley, Nicola-Maria, author.
Halaszovich, Tilo, author.
Schade, Michael, author.
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| ISBN: | 3658135611
9783658135614
3658135603
9783658135607
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| Digital file characteristics: | text file
PDF
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| Notes: | Includes bibliographical references and index.
Online resource; title from digital title page (viewed on October 04, 2018).
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| 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/Germany.
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| Other form: | Print version: Burmann, Christoph. Identity-Based Brand Management. Wiesbaden : Springer Fachmedien Wiesbaden, 2017 3658135603 9783658135607
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| Standard no.: | 10.1007/978-3-658-13561-4
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