UnknownSchade, Michael
Springer (Wiesbaden, 2017) (eng) English9783658135607UnknownUnknownBRANDING (MARKETING); UnknownThis 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.
Physical dimension
x, 316 p.24 cm.ill.
Summary / review / table of contents
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.