Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling
Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade (auth.)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 managementBeware of he who would deny you access to information, for in his heart he dreams himself your master
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