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

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

- Strategic brand management

- Operational brand management

- Identity-based brand controlling

- Identity-based trademark protection

• ISBN: 978-3-6581-3560-7
• Editorial: Springer Gabler
• Encuadernacion: Rústica
• Páginas: 316
• Fecha Publicación: 18/05/2017
• Nº Volúmenes: 1
• Idioma: Inglés