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Identity-Based Brand Management的圖書 |
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Identity-Based Brand Management 作者：Christoph Burmann,Nicola-Maria Riley,Tilo Halaszovich,Michael Schade 出版社：Springer Fachmedien Wiesbaden 出版日期：2017-04-24 語言：英文 |
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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
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