Identity-Based Brand Management: Fundamentals—Strategy—Implementation—ControllingThis textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability. The content - 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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Aaker Adidas analysis Bielefeld Bielefeld 2012 brand architecture brand awareness brand benefit brand cf brand commitment brand controlling brand equity brand experience brand extension brand identity brand image brand objectives brand origin brand performance brand personality brand positioning brand potential brand promise brand trust brand understanding brand valuation approaches brand-oriented brand-related Burmann company’s competence competitors Consideration consumer’s consumers context corporate brand culture customer equity differentiation economic employees employer brand Eurowings example external brand communication external brand strength external target groups Facebook functional German identity-based brand management identity-based brand valuation implementation important InBev individual integrated interaction internal and external internal brand management Internet Keller Markenführung Markenmanagement Meffert ment Number offer one’s organisational perceived perception perspective Piehler private labels product brands relevant result retailers social media specific Springer Gabler sumer tion trademark protection University of Bremen users Wiesbaden YouTube Zeplin