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Item Details
| Title:
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IDENTITY-BASED BRAND MANAGEMENT
FUNDAMENTALS - STRATEGY - IMPLEMENTATION - CONTROLLING |
| Volume: |
2017 |
| By: |
Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich |
| Format: |
Paperback |
| List price:
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£39.99 |
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We believe that this item is permanently unavailable, and so we cannot source
it.
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| ISBN 10: |
3658135603 |
| ISBN 13: |
9783658135607 |
| Publisher: |
SPRINGER-VERLAG BERLIN AND HEIDELBERG GMBH & CO. KG |
| Pub. date: |
4 May, 2017 |
| Edition: |
2nd 2017 ed. |
| Pages: |
316 |
| Translated from: |
German |
| Synopsis: |
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 |
| Illustrations: |
110 black & white illustrations, 23 colour illustrations, biography |
| Publication: |
Germany |
| Imprint: |
Springer Gabler |
| Returns: |
Returnable |
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