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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Identity-Based Brand Management: Fundamentals--Strategy--Implementation--Controlling

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

Burmann, Christoph
Riley, Nicola-Maria
Halaszovich, Tilo

Hardcover

MarketingGraphic Design

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ISBN10: 3658401885
ISBN13: 9783658401887
Publisher: Springer Gabler
Published: Mar 14 2023
Pages: 314
Weight: 1.40
Height: 0.79 Width: 6.61 Depth: 9.37
Language: English

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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