Identity-Based Brand Management
Description
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 this concept is a valuable management model to make brands successful. In the 3rd edition, all chapters were fundamentally revised and latest research findings were integrated. A new section on corporate social responsibility due to the increasing importance of brands' societal and environmental responsibilities and up-to-date practical examples were added.
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Persons
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 an associate professor in the Marketing Department at ICN Business School, Nancy, France.
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 Universityof 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.
Content
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.