Identity-Based Brand Management : Fundamentals—Strategy—Implementation—Controlling

by Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

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.

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Year of publication:	2023 ; Second edition
Authors:	Burmann, Christoph ; Riley, Nicola-Maria ; Halaszovich, Tilo F. ; Schade, Michael ; Klein, Kristina ; Piehler, Rico
Publisher:	2023.: Wiesbaden : Springer Fachmedien Wiesbaden 2023.: Wiesbaden : Imprint: Springer Gabler
Subject:	Brand management \| Strategic brand management \| Operative brand management \| Brand controlling \| Trademark protection \| International brand management \| Brand \| Flashcards \| Markenführung \| Markenartikel \| Markenimage \| Brand image

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Extent:	1 Online-Ressource(XI, 314 p. 119 illus., 111 illus. in color. Textbook for German language market.)
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-3-658-40189-4 ; 978-3-658-40188-7 ; 978-3-658-40190-0
Other identifiers:	10.1007/978-3-658-40189-4 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014229283