Identity-based Brand Management
Fundamentals - Strategy - Implementation - Controlling
- EAN:
9783658135607
- ISBN:
3658135603
- Pagine:
- 316
- Formato:
- Paperback
- Lingua:
- Tedesco
Descrizione Identity-based Brand Management
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