TY  - BOOK
AU  - Burmann,Christoph
AU  - Riley,Nicola-Maria
AU  - Halaszovich,Tilo
AU  - Schade,Michael
TI  - Identity-based brand management: fundamentals-strategy-implementation-controlling 
SN  - 9783658135607 (pbk.)
AV  - HD69.B7 I33 2017
PY  - 2017///
CY  - Wiesbaden : 
PB  - Springer Gabler
KW  - Brand name products
KW  - Management
KW  - Branding (Marketing)
KW  - Business
KW  - Marketing
N1  - 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
N2  - 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
ER  -