Identity-Based Brand Management

This 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

Acest manual ofera o imagine de ansamblu teoretica si cuprinzatoare a managementului marcii bazat pe identitate. Accentul este pus pe proiectarea identitatii marcii ca parte interna a marcii si a imaginii de marca externe rezultate in randul cumparatorilor si altor audiente externe.