| 書目名稱 | Identity-Based Brand Management |
| 副標(biāo)題 | Fundamentals—Strateg |
| 編輯 | Christoph Burmann,Nicola-Maria Riley,Rico Piehler |
| 視頻video | http://file.papertrans.cn/461/460977/460977.mp4 |
| 概述 | Shows how to make brands a success.With numerous illustrative practicable examples.Download the Springer Nature Flashcards App and use exclusive content to test your knowledge |
| 圖書封面 |  |
| 描述 | .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..Additional material is available via an app: Download the Springer Nature Flashcards |
| 出版日期 | Textbook 20232nd edition |
| 關(guān)鍵詞 | Brand management; Strategic brand management; Operative brand management; Brand controlling; Trademark p |
| 版次 | 2 |
| doi | https://doi.org/10.1007/978-3-658-40189-4 |
| isbn_softcover | 978-3-658-40188-7 |
| isbn_ebook | 978-3-658-40189-4 |
| copyright | The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wies |
|Archiver|手機(jī)版|小黑屋|
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