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Identity-Based Brand Management : Fundamentals - Strategy - Implementation - Controlling, Paperback / softback Book

Identity-Based Brand Management : Fundamentals - Strategy - Implementation - Controlling Paperback / softback

Description

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

Information

  • Format: Paperback / softback
  • Pages: 316 pages, 110 black & white illustrations, 23 colour illustrations, biography
  • Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. K
  • Publication Date:
  • Category: Sales & marketing
  • ISBN: 9783658135607

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