Identity-Based Brand Management 2017: Fundamentals - Strategy - Implementation - Controlling (Paperback)
  • Identity-Based Brand Management 2017: Fundamentals - Strategy - Implementation - Controlling (Paperback)
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Identity-Based Brand Management 2017: Fundamentals - Strategy - Implementation - Controlling (Paperback)

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£29.99
Paperback 316 Pages / Published: 04/05/2017
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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

Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
ISBN: 9783658135607
Number of pages: 316
Weight: 662 g
Dimensions: 240 x 168 mm
Edition: 2nd 2017 ed.

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