Identity-Based Brand Management

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.

Cartea acopera subiecte precum pozitionarea marcii, designul arhitecturii marcii si al elementelor acesteia, managementul punctelor de contact ale marcii si al calatoriei clientului, precum si managementul multisenzorial al marcii si managementul marcii intr-un mediu digital.