Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling / by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade.
2017
HF5410-5417.5
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Can lend chapters, not whole ebooks
Details
Title
Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling / by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade.
Author
Burmann, Christoph, author.
ISBN
9783658135614
3658135611
3658135603
9783658135607
3658135611
3658135603
9783658135607
Published
Wiesbaden : Springer Fachmedien Wiesbaden, 2017.
Language
English
Description
1 online resource (x, 313 pages)
Other Standard Identifiers
10.1007/978-3-658-13561-4 doi
Call Number
HF5410-5417.5
Dewey Decimal Classification
658.8
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.
Bibliography, etc. Note
Includes bibliographical references and index.
Access Note
Access limited to authorized users.
Digital File Characteristics
text file PDF
Source of Description
Pdf version viewed on May 9, 2017.
Available in Other Form
Identity-Based Brand Management.
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Table of Contents
The 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 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.