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Identity-Based Brand Management : Fundamentals - Strategy - Implementation - Controlling.
・ISBN 978-3-658-13560-7 paper EUR 49.99
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| 著者・編者 | Burmann, Christoph / Riley, N.-M. / Halaszovich, T. et al., |
|---|---|
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2017 |
| ページ数 | 350 pp. |
| 言語 | ENG |
| ニュース番号 | ＜635-L703 635-P1586＞ |
解説
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