Identity-Based Brand Management

Download or read book Identity-Based Brand Management written by Christoph Burmann and published by Springer. This book was released on 2017-04-24 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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