Identity-Based Brand Management Fundamentals—Strategy—Implementation—Controlling /
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 c...
| Main Authors: | , , , |
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| Corporate Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2017.
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| Subjects: | |
| Online Access: | Full Text via HEAL-Link |
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.
