Springer Gabler ebook Identity-Based Brand Management

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  • ISBN: 9783658135614
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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.

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Authors N/A
Brand Springer Gabler
Edition N/A
ISBN 9783658135614
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