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Identity-Based Brand Management: Fundamentals―Strategy―Implementation―Controlling
by Christoph Burmann
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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
Details:Price: $36.43bound: 316 pagesPublisher: Springer Gabler; 1st ed. 2017 edition (May 4, 2017)Language: EnglishISBN-10: 3658135603ISBN-13: 978-3658135607Weight: 1.5 pounds
Identity-Based Brand Management: Fundamentals―Strategy―Implementation―Controlling Christoph Burmann
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