Zum Hauptinhalt springen
Dekorationsartikel gehören nicht zum Leistungsumfang.
Identity-Based Brand Management
Fundamentals¿Strategy¿Implementation¿Controlling
Bundle von Christoph Burmann (u. a.)
Sprache: Englisch

37,45 €*

inkl. MwSt.

Versandkostenfrei per Post / DHL

Lieferzeit 1-2 Wochen

Kategorien:
Beschreibung
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.
Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
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.
Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Über den Autor

Prof. Dr. Christoph Burmann is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. He heads the working group Innovative Brand Management.

Dr. Nicola Riley is a Postdoc at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.

Prof. Dr. Tilo Halaszovich is a Professor of Global Markets & Firms at the Jacobs University Bremen, Germany.

Dr. Michael Schade is a Lecturer at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.

Prof. Dr. Kristina Klein is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. She heads the working group Consumer Behavior.

Dr. Rico Piehler is a Senior Lecturer at the Department of Marketing at Macquarie University in Sydney, Australia.

Zusammenfassung

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.

Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Inhaltsverzeichnis

The 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.

Details
Erscheinungsjahr: 2023
Fachbereich: Werbung & Marketing
Genre: Recht, Sozialwissenschaften, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Bundle
Inhalt: 1 Taschenbuch
1 eBook
ISBN-13: 9783658401887
ISBN-10: 3658401885
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Burmann, Christoph
Riley, Nicola-Maria
Piehler, Rico
Schade, Michael
Klein, Kristina
Halaszovich, Tilo
Auflage: Second Edition 2023
Hersteller: Springer Fachmedien Wiesbaden
Springer Fachmedien Wiesbaden GmbH
Verantwortliche Person für die EU: Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 240 x 168 x 17 mm
Von/Mit: Christoph Burmann (u. a.)
Erscheinungsdatum: 14.03.2023
Gewicht: 0,618 kg
Artikel-ID: 125805034
Über den Autor

Prof. Dr. Christoph Burmann is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. He heads the working group Innovative Brand Management.

Dr. Nicola Riley is a Postdoc at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.

Prof. Dr. Tilo Halaszovich is a Professor of Global Markets & Firms at the Jacobs University Bremen, Germany.

Dr. Michael Schade is a Lecturer at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.

Prof. Dr. Kristina Klein is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. She heads the working group Consumer Behavior.

Dr. Rico Piehler is a Senior Lecturer at the Department of Marketing at Macquarie University in Sydney, Australia.

Zusammenfassung

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.

Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Inhaltsverzeichnis

The 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.

Details
Erscheinungsjahr: 2023
Fachbereich: Werbung & Marketing
Genre: Recht, Sozialwissenschaften, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Bundle
Inhalt: 1 Taschenbuch
1 eBook
ISBN-13: 9783658401887
ISBN-10: 3658401885
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Burmann, Christoph
Riley, Nicola-Maria
Piehler, Rico
Schade, Michael
Klein, Kristina
Halaszovich, Tilo
Auflage: Second Edition 2023
Hersteller: Springer Fachmedien Wiesbaden
Springer Fachmedien Wiesbaden GmbH
Verantwortliche Person für die EU: Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 240 x 168 x 17 mm
Von/Mit: Christoph Burmann (u. a.)
Erscheinungsdatum: 14.03.2023
Gewicht: 0,618 kg
Artikel-ID: 125805034
Sicherheitshinweis

Ähnliche Produkte

Ähnliche Produkte