Identity-based brand management: fundamentals—strategy—implementation—controlling

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

Research output: Book/ReportTextbook

Abstract

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 the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.
Original languageEnglish
Place of PublicationWiesbaden
PublisherSpringer, Springer Nature
Number of pages314
Edition2nd
ISBN (Electronic)9783658401894
ISBN (Print)9783658401887
DOIs
Publication statusPublished - 13 Mar 2023

Keywords

  • Brand management
  • Strategic brand management
  • Operative brand management
  • Brand controlling
  • Trademark protection
  • International brand management
  • Brand
  • Flashcards

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