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This textbook provides a theoretically grounded and easily understandable overview of identity-based brand management. It focuses on the development of brand identity as the internal aspect of a brand and the resulting brand image perceived by consumers. The practical applicability of identity-based brand management is demonstrated through numerous illustrative case studies. The approach has been further developed to include Brand Attachment as a central psychographic target due to its high behavioral relevance and predictive quality. Current developments, such as brand management in the digital age, eCommerce, and multi-channel distribution, have also been incorporated. The chapters on online communication and identity-based brand management in social media have been significantly revised. Additionally, new chapters on identity-based brand protection and international brand management have been added. The content covers the fundamentals of identity-based brand management, the concept of identity-based brand management, strategic brand management, operational brand management, identity-based brand controlling, identity-based brand protection, and international identity-based brand management.
Achat du livre
Identitätsbasierte Luxusmarkenführung, Christoph Burmann
- Langue
- Année de publication
- 2012
- product-detail.submit-box.info.binding
- (rigide)
Modes de paiement
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- Titre
- Identitätsbasierte Luxusmarkenführung
- Langue
- Anglais
- Auteurs
- Christoph Burmann
- Éditeur
- Springer Gabler
- Publié
- 2012
- Format
- rigide
- Pages
- 340
- ISBN10
- 3834940593
- ISBN13
- 9783834940599
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion
- Description
- This textbook provides a theoretically grounded and easily understandable overview of identity-based brand management. It focuses on the development of brand identity as the internal aspect of a brand and the resulting brand image perceived by consumers. The practical applicability of identity-based brand management is demonstrated through numerous illustrative case studies. The approach has been further developed to include Brand Attachment as a central psychographic target due to its high behavioral relevance and predictive quality. Current developments, such as brand management in the digital age, eCommerce, and multi-channel distribution, have also been incorporated. The chapters on online communication and identity-based brand management in social media have been significantly revised. Additionally, new chapters on identity-based brand protection and international brand management have been added. The content covers the fundamentals of identity-based brand management, the concept of identity-based brand management, strategic brand management, operational brand management, identity-based brand controlling, identity-based brand protection, and international identity-based brand management.