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

• Κύριοι συγγραφείς: Burmann, Christoph (Συγγραφέας), Riley, Nicola-Maria (Συγγραφέας), Halaszovich, Tilo (Συγγραφέας), Schade, Michael (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2017.
• Θέματα: 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...

Πίνακας περιεχομένων:

• 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.