Christoph Burmann & Tilo Halaszovich 
Identity-Based Brand Management [EPUB ebook] 
Fundamentals-Strategy-Implementation-Controlling

Stöd

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

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Språk Engelska ● Formatera EPUB ● ISBN 9783658135614 ● Utgivare Springer Fachmedien Wiesbaden ● Publicerad 2017 ● Nedladdningsbara 3 gånger ● Valuta EUR ● ID 6340344 ● Kopieringsskydd Adobe DRM
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