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Identity-Based Brand Management

Fundamentals—Strategy—Implementation—Controlling

  • Christoph Burmann
  • Nicola-Maria Riley
  • Tilo Halaszovich
  • Michael Schade
Textbook

Table of contents

  1. Front Matter
    Pages I-X
  2. Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
    Pages 1-16
  3. Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
    Pages 17-90
  4. Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
    Pages 91-172
  5. Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
    Pages 173-231
  6. Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
    Pages 233-280
  7. Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
    Pages 281-289
  8. Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
    Pages 291-312
  9. Back Matter
    Pages 313-316

About this book

Introduction

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

The authors

Prof. Dr. Christoph Burmann is the holder of the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany. 

Dr. Nicola Riley is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.

Dr. Tilo Halaszovich is post-doc at the Chair of International Management and Governance (IMG) at the University of Bremen/Germany.

Dr. Michael Schade is post-doc at the Chair of Innovative Brand Management (LiM) at the University of Bremen/Germany.


Keywords

Brand management Strategic brand management Operative brand management Brand controlling Trademark protection International brand management Brand

Authors and affiliations

  • Christoph Burmann
    • 1
  • Nicola-Maria Riley
    • 2
  • Tilo Halaszovich
    • 3
  • Michael Schade
    • 4
  1. 1.Chair of innovative Brand Management (LiM®)University of BremenBremenGermany
  2. 2.Chair of innovative Brand Management (LiM®)University of BremenBremenGermany
  3. 3.Chair in International Management and GovernanceUniversity of BremenBremenGermany
  4. 4.Chair of innovative Brand Management (LiM®)University of BremenBremenGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-658-13561-4
  • Copyright Information Springer Fachmedien Wiesbaden GmbH 2017
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Management
  • Print ISBN 978-3-658-13560-7
  • Online ISBN 978-3-658-13561-4
  • Buy this book on publisher's site