Overview
- Shows how to make brands a success
- With numerous illustrative practicable examples
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Table of contents (5 chapters)
Keywords
About this book
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.
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Authors and Affiliations
About the authors
Prof. Dr. Christoph Burmann is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. He heads the working group Innovative Brand Management.
Dr. Nicola Riley is a Postdoc at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.
Prof. Dr. Tilo Halaszovich is a Professor of Global Markets & Firms at the Jacobs University Bremen, Germany.
Dr. Michael Schade is a Lecturer at the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany.
Prof. Dr. Kristina Klein is a Director of the markstones Institute of Marketing, Branding & Technology at the University of Bremen, Germany. She heads the working group Consumer Behavior.
Dr. Rico Piehler is a Senior Lecturer at the Department of Marketing at Macquarie University in Sydney, Australia.
Bibliographic Information
Book Title: Identity-Based Brand Management
Book Subtitle: Fundamentals—Strategy—Implementation—Controlling
Authors: Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler
DOI: https://doi.org/10.1007/978-3-658-40189-4
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Economics (German Language)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2023
Softcover ISBN: 978-3-658-40188-7Published: 14 March 2023
eBook ISBN: 978-3-658-40189-4Published: 13 March 2023
Edition Number: 2
Number of Pages: XI, 314
Number of Illustrations: 8 b/w illustrations, 111 illustrations in colour
Additional Information: Originally published under Burmann, C., Riley, N.-M., Halaszovich, T., Schade, M.; English Translation of the 4th original German edition published by Springer Fachmedien Wiesbaden, Wiesbaden, 2021
Topics: Branding