Identity-Based Brand Management

Publisher: Springer Fachmedien Wiesbaden Release date: 2017-04-24
Points Needed: 11000


Description

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

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Additional Information

Genre: Sales & marketing

Collection: Springer Gabler

Type: Adobe PDF

ISBN: 9783658135614

Additional Information

Genre: Sales & marketing

Collection: Springer Gabler

Type: Adobe PDF

ISBN: 9783658135614

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