Identity-Based Brand Management
Fundamentals-Strategy-Implementation-Controlling
(Sprache: Englisch)
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...
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Klappentext zu „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
Inhaltsverzeichnis zu „Identity-Based Brand Management “
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.Autoren-Porträt von Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
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.
Bibliographische Angaben
- Autoren: Christoph Burmann , Nicola-Maria Riley , Tilo Halaszovich , Michael Schade
- 2017, 1st ed. 2017, X, 316 Seiten, 23 farbige Abbildungen, Maße: 16,9 x 24,4 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 3658135603
- ISBN-13: 9783658135607
- Erscheinungsdatum: 18.05.2017
Sprache:
Englisch
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