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MessagePosté le: Ven 7 Juil - 06:05 (2017)    Sujet du message: IdentityBased Brand Management Fundamentals8213Strategy82 Répondre en citant


Identity-Based Brand Management: Fundamentals―Strategy―Implementation―Controlling
by Christoph Burmann



->>>DOWNLOAD BOOK Identity-Based Brand Management: Fundamentals―Strategy―Implementation―Controlling



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










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