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Identity-based brand managementfunda...

Burmann, Christoph.

Identity-based brand managementfundamentals, strategy, implementation, controlling /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Identity-based brand managementby Christoph Burmann ... [et al.].
其他題名:	fundamentals, strategy, implementation, controlling /
其他作者:	Burmann, Christoph.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2017.
面頁冊數:	x, 316 p. :digital ;24 cm.
Contained By:	Springer eBooks
標題:	Brand name productsManagement.
電子資源:	http://dx.doi.org/10.1007/978-3-658-13561-4
ISBN:	9783658135614$q(electronic bk.)

Identity-based brand managementfundamentals, strategy, implementation, controlling /
Identity-based brand managementfundamentals, strategy, implementation, controlling /[electronic resource] :by Christoph Burmann ... [et al.]. - Wiesbaden :Springer Fachmedien Wiesbaden :2017. - x, 316 p. :digital ;24 cm.

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.

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.

ISBN: 9783658135614$q(electronic bk.)

Standard No.: 10.1007/978-3-658-13561-4doiSubjects--Topical Terms:

211030
Brand name products
--Management.

LC Class. No.: HD69.B7

Dewey Class. No.: 658.827

Identity-based brand managementfundamentals, strategy, implementation, controlling /
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