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Identity-Based Brand Management "Fundamentals Strategy Implementation Controlling"

Identity-Based Brand Management "Fundamentals Strategy Implementation Controlling"

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  • ISBN:9783658135607
  • Editorial: Springer Verlag
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:316
  • Idiomas:Ingles,Inglés

Materias:

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

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