Identity-Based Brand Management Fundamentals—Strategy—Implementation—Controlling
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 audi...
| Main Authors: | , , , |
|---|---|
| Format: | eBook |
| Language: | English |
| Published: |
Wiesbaden
Springer Fachmedien Wiesbaden
2023, 2023
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| Edition: | 2nd ed. 2023 |
| Subjects: | |
| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
Table of Contents:
- 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