Identity-Based Brand Management Fundamentals—Strategy—Implementation—Controlling /

• Main Authors: Burmann, Christoph (Author), Riley, Nicola-Maria (Author), Halaszovich, Tilo (Author), Schade, Michael (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
• Subjects: Business.; Marketing.; Business and Management.

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 c...