Identity-Based Brand Management: Fundamentals-Strategy-Implementation-Controlling

Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich

ISBN 10: 3658401907 / ISBN 13: 9783658401900

Editore: Springer Gabler 2023-03-14, 2023

Codice articolo 6666-GRD-9783658401900

Riassunto:

This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.

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Dati bibliografici

Titolo: Identity-Based Brand Management: ...
Casa editrice: Springer Gabler 2023-03-14
Data di pubblicazione: 2023
Legatura: Paperback
Condizione: New