@article{807083,
      author = {Burmann, Christoph, and Riley, Nicola-Maria, and  Halaszovich, Tilo, and Schade, Michael,},
      url = {http://library.usi.edu/record/807083},
      title = {Identity-Based Brand Management :  Fundamentals-Strategy-Implementation-Controlling /},
      abstract = {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.},
      doi = {https://doi.org/10.1007/978-3-658-13561-4},
      recid = {807083},
      pages = {1 online resource (x, 313 pages)},
}