Identity-Based Brand Management

Name: Identity-Based Brand Management
Price: 544 SEK
Availability: InStock

Fundamentals—Strategy—Implementation—Controlling

AvChristoph Burmann,Nicola-Maria Riley

2025

544 kr

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2025-07-16
Höjd:168 x 240 x 21 mm
Vikt:584 g
Språk:Engelska
Antal sidor:321
Upplaga:3
Förlag:Springer Fachmedien Wiesbaden
EAN:9783658483142

Utforska kategorier

Varumärken inom Ekonomi och Ledarskap
Ledarskapsböcker inom Ekonomi och Ledarskap

Mer om författaren

Prof. Dr. Christoph Burmann is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. He heads the working group Innovative Brand Management.Dr. Nicola Riley is a Postdoc at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.Prof. Dr. Tilo Halaszovich is an associate professor in the Marketing Department at ICN Business School, Nancy, France.Dr. Michael Schade is a Lecturer at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.Prof. Dr. Kristina Klein is a Director of the markstones Institute of Marketing, Branding & Technology at the Universityof Bremen, Germany. She heads the working group Consumer Behavior.Dr. Rico Piehler is a Senior Lecturer at the Department of Marketing at Macquarie University in Sydney, Australia.

Innehållsförteckning

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.