Identity-based brand management: fundamental- strategy-implementation- controlling
Wiesbaden
9783658135607
Not available
Not available
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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 among 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.
x, 316 p.
24 cm.
ill.
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.
| Access no. | Call number | Location | Status |
|---|---|---|---|
| 00727/18 | 658.827 Ide | Library - 7th Floor | Available |
