國立虎尾科技大學 |

Identity-based brand management = fundamentals, strategy, implementation, controlling /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Identity-based brand management/ by Christoph Burmann ... [et al.].
Reminder of title:	fundamentals, strategy, implementation, controlling /
other author:	Burmann, Christoph.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2017.,
Description:	x, 316 p. :digital ; : 24 cm.;
Contained By:	Springer eBooks
Subject:	Brand name products - Management. -
Online resource:	http://dx.doi.org/10.1007/978-3-658-13561-4
ISBN:	9783658135614

Identity-based brand management = fundamentals, 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

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

559676
Brand name products
--Management.

LC Class. No.: HD69.B7

Dewey Class. No.: 658.827

Identity-based brand management = fundamentals, strategy, implementation, controlling /
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