| 书目名称 | Identity-Based Brand Management |
| 副标题 | Fundamentals—Strateg |
| 编辑 | Christoph Burmann,Nicola-Maria Riley,Michael Schad |
| 视频video | http://file.papertrans.cn/461/460976/460976.mp4 |
| 概述 | Provides a theoretically based and comprehensive overview of the identity-based brand management.Shows how to make brands a success.With numerous illustrative practicable examples.Includes supplementa |
| 图书封面 |  |
| 描述 | .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 concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability..The content.- 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. |
| 出版日期 | Textbook 20171st edition |
| 关键词 | Brand management; Strategic brand management; Operative brand management; Brand controlling; Trademark p |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-13561-4 |
| isbn_ebook | 978-3-658-13561-4 |
| copyright | Springer Fachmedien Wiesbaden GmbH 2017 |
|Archiver|手机版|小黑屋|
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