Identity-Based Brand Management : Fundamentals - Strategy - Implementation - Controlling

Burmann, Christoph; Riley, Nicola-maria; Halaszovich, Tilo; Schade, Michael; Klein, Kristina

ISBN 10: 3658483148 ISBN 13: 9783658483142

Editorial: Springer Gabler, 2025

Idioma: Ingl�s

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Detalles bibliogr�ficos

T�tulo

Identity-Based Brand Management : Fundamentals - Strategy - Implementation - Controlling

Editor

Springer Gabler

Fecha de publicaci�n

2025

Idioma

Ingl�s

ISBN 10

3658483148

ISBN 13

9783658483142

Encuadernaci�n

Encuadernaci�n de tapa blanda

Edici�n

3� Edici�n

Estado

As New

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Sinopsis

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.

Acerca del autor

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 an associate professor in the Marketing Department at ICN Business School, Nancy, France.
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 Universityof 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.

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