Titlebook: Identity-Based Brand Management; Fundamentals—Strateg Christoph Burmann,Nicola-Maria Riley,Michael Schad Textbook 20171st edition Springer

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Christoph Burmann,Nicola-Maria Riley,Tilo Halaszovich,Michael Schade ein Werkzeugkasten - steckt voller Materialien, Methoden und Tools (z.B. detaillierte Vorgehensweisen, Ablauf eines Workshop, Gesprächsleitfaden und Checklisten) - Change Management Schritt für Schritt..978-3-540-32638-0

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The Concept of Identity-Based Brand Management,The second chapter focuses on the concept of identity-based brand management. The design of the brand identity as the internal side of a brand and the resulting external brand image for the consumers constitute the foundation of every brand that is successful in the long term.

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Strategic Brand Management,This third chapter will focus on strategic brand management within the framework of identity-based brand management. Accordingly, the following questions will be answered:

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Operational Brand Management,This fourth chapter focuses on the operative implementation of brand management with respect to the brand’s internal and external target groups.

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Identity-Based Brand Controlling,This chapter introduces brand controlling within the context of identity-based brand management. It aims to answer the following questions:

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Identity-Based Trademark Protection,“.”, the practice by which unknown third parties imitate products and services by using registered trademarks, has increased since the mid-1970s. Brand piracy generated US$ 40–80 billion at the end of the 1980s, but such sales have now increased to US$ 800–1100 billion.

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Christoph Burmann,Nicola-Maria Riley,Michael SchadProvides 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

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