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000807083 0247_ $$a10.1007/978-3-658-13561-4$$2doi
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000807083 1001_ $$aBurmann, Christoph,$$eauthor.
000807083 24510 $$aIdentity-Based Brand Management :$$bFundamentals-Strategy-Implementation-Controlling /$$cby Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade.
000807083 264_1 $$aWiesbaden :$$bSpringer Fachmedien Wiesbaden,$$c2017.
000807083 300__ $$a1 online resource (x, 313 pages)
000807083 336__ $$atext$$btxt$$2rdacontent
000807083 337__ $$acomputer$$bc$$2rdamedia
000807083 338__ $$aonline resource$$bcr$$2rdacarrier
000807083 347__ $$atext file$$bPDF$$2rda
000807083 504__ $$aIncludes bibliographical references and index.
000807083 5050_ $$aThe foundation of identity-based brand management -- The concept of identity-based brand management -- Strategic brand management -- Operational brand management -- Identity-based brand controlling -- Identity-based trademark protection -- International identity-based brand management.
000807083 506__ $$aAccess limited to authorized users.
000807083 520__ $$aThis textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability. The content - Foundation of identity-based brand management - The concept of identity-based brand management - Strategic brand management - Operational brand management - Identity-based brand controlling - Identity-based trademark protection - International identity-based brand management The authors Prof. Dr. Christoph Burmann is the holder of the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. Dr. Nicola Riley is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. Dr. Tilo Halaszovich is post-doc at the Chair of International Management and Governance (IMG) at the University of Bremen/Germany. Dr. Michael Schade is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.
000807083 588__ $$aPdf version viewed on May 9, 2017.
000807083 650_0 $$aBrand name products$$xManagement.
000807083 650_0 $$aBranding (Marketing)
000807083 650_0 $$aBusiness.
000807083 650_0 $$aMarketing.
000807083 7001_ $$aRiley, Nicola-Maria,$$eauthor.
000807083 7001_ $$aHalaszovich, Tilo,$$eauthor.
000807083 7001_ $$aSchade, Michael,$$eauthor.
000807083 77608 $$iPrint version:$$aBurmann, Christoph.$$tIdentity-Based Brand Management.$$dWiesbaden : Springer Fachmedien Wiesbaden, 2017$$z3658135603$$z9783658135607$$w(OCoLC)945231312
000807083 852__ $$bebk
000807083 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-3-658-13561-4$$zOnline Access$$91397441.1
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000807083 980__ $$aEBOOK
000807083 980__ $$aBIB
000807083 982__ $$aEbook
000807083 983__ $$aOnline
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