Asia Pacific University Library catalogue


Identity-based brand management : fundamentals-strategy-implementation-controlling / by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade.

By: Burmann, ChristophContributor(s): Riley, Nicola-Maria | Halaszovich, Tilo | Schade, MichaelMaterial type: TextTextPublication details: Wiesbaden : Springer Gabler, 2017Description: x, 316 p. : ill., diagram. ; 24 cmISBN: 9783658135607 (pbk.)Subject(s): Brand name products -- Management | Branding (Marketing) | Business | MarketingLOC classification: HD69.B7 | I33 2017
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
Summary: 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 The authors Prof. Dr. Christoph Burmann is the holder of the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. Dr. Nicola Riley is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. Dr. Tilo Halaszovich is post-doc at the Chair of International Management and Governance (IMG) at the University of Bremen/Germany. Dr. Michael Schade is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany
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Item type Current library Collection Call number Copy number Status Date due Barcode
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Open Shelf APIIT 		Book HD69.B7 I33 2017 c.1 (Browse shelf (Opens below)) 1 Available 00016628
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Open Shelf APIIT 		Book HD69.B7 I33 2017 c.2 (Browse shelf (Opens below)) 2 Available 00016629
Browsing APU Library shelves, Shelving location: Open Shelf APIIT, Collection: Book Close shelf browser (Hides shelf browser)
HD69.B7 C56 2017 c.2 Future proof your brand: HD69.B7 D4 2003 c.1 Creating powerful brands in consumer, service and industrial markets / HD69.B7 I33 2017 c.1 Identity-based brand management : HD69.B7 I33 2017 c.2 Identity-based brand management : HD69.B7 K54 2000 c.1 No logo : HD69.B7 R54 2005 c.1 The origin of brands : HD69.B7 R63 2005 c.1 Lovemarks :

Includes bibliographical references and index.

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

Available to OhioLINK libraries

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 The authors Prof. Dr. Christoph Burmann is the holder of the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. Dr. Nicola Riley is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. Dr. Tilo Halaszovich is post-doc at the Chair of International Management and Governance (IMG) at the University of Bremen/Germany. Dr. Michael Schade is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany

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