Identity-Based Brand Management Fundamentals-Strategy-Implementation-Controlling
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Form:Einzelkauf Download
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Sprache:Englisch
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Auflage:Third Edition 2025
43,99 €
inkl. gesetzl. MwSt.Beschreibung
Produktdetails
Format
Kopierschutz
Nein
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
15.07.2025
Verlag
Springer Fachmedien WiesbadenSeitenzahl
321 (Printausgabe)
Dateigröße
20189 KB
Auflage
Third Edition 2025
Sprache
Englisch
EAN
9783658483159
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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