Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling /

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Bibliographic Details
Author / Creator:	Burmann, Christoph, author.
Imprint:	Wiesbaden : Springer Fachmedien Wiesbaden, [2017]
Description:	1 online resource (x, 313 pages)
Language:	English
Subject:	Brand name products -- Management. Branding (Marketing) Business. Marketing. Brand name products -- Management. Branding (Marketing) Business. Marketing.
Format:	E-Resource Book
URL for this record:	http://pi.lib.uchicago.edu/1001/cat/bib/11273625

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

Description
Summary:	<p>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.</p> <p> The content </p> <p>- Foundation of identity-based brand management</p> - The concept of identity-based brand management <p>- Strategic brand management</p> <p>- Operational brand management</p> <p>- Identity-based brand controlling</p> <p>- Identity-based trademark protection</p> - International identity-based brand management
Physical Description:	1 online resource (x, 313 pages)
Bibliography:	Includes bibliographical references and index.
ISBN:	3658135611 9783658135614 3658135603 9783658135607