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
- ISBN10 3658135603
- ISBN13 9783658135607
- Publish Date 4 May 2017
- Publish Status Out of Print
- Out of Print 14 March 2023
- Publish Country DE
- Imprint Springer Gabler
- Edition 1st ed. 2017
- Format Paperback
- Pages 316
- Language English