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The Foundations of Identity-Based Brand Management

Abstract

This first chapter focuses on the foundations of brand identity and addresses the two key questions in this area, namely:

  • Which challenges does brand management face today, and how can they be tackled most effectively?

  • How can identity-based brand management help to create competitive advantages?

To begin with, an overview of the present challenges facing brand managers will reveal how the waning, or in some markets, non-existent, differentiating power of many brands results in enormous price pressures. After that the creation of competitive advantage will be examined from three different perspectives: the market-based view, the resource-based perspective, and the competence-based position of the firm. The findings of these analyses will then form the basis upon which the management of brand identity will be introduced.

Keywords

  • Competitive Advantage
  • Market Orientation
  • Dynamic Capability
  • Brand Management
  • Input Good

These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Fig. 1.1
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Fig. 1.3

(Source: www.blogs.starbucks.com)

Fig. 1.4
Fig. 1.5

(Source: based on Gersch et al. 2005)

Fig. 1.6

(Source: based on Lierow 2006, p. 128)

Fig. 1.7

(Source: based on Teece et al. 1997)

Fig. 1.8

(Source: based on Burmann 2002, p. 276)

Fig. 1.9

(Source: based on Zentes et al. 2010)

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Correspondence to Christoph Burmann .

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Burmann, C., Riley, NM., Halaszovich, T., Schade, M. (2017). The Foundations of Identity-Based Brand Management. In: Identity-Based Brand Management. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-13561-4_1

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