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

Christoph Burmann

ISBN 10: 3658483148 / ISBN 13: 9783658483142

Published by Springer Fachmedien Wiesbaden, Springer Fachmedien Wiesbaden Jul 2025, 2025

About this Item

Neuware - 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 this concept is a valuable management model to make brands successful. In the 3rd edition, all chapters were fundamentally revised and latest research findings were integrated. A new section on corporate social responsibility due to the increasing importance of brands societal and environmental responsibilities and up-to-date practical examples were added.Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Seller Inventory # 9783658483142

Bibliographic Details

• Title: Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling
• Publisher: Springer Fachmedien Wiesbaden, Springer Fachmedien Wiesbaden Jul 2025
• Publication Date: 2025
• Language: English
• ISBN 10: 3658483148
• ISBN 13: 9783658483142
• Binding: Bündel
• Edition: 3rd Edition
• Condition: Neu

About this title

Synopsis

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 this concept is a valuable management model to make brands successful. In the 3rd edition, all chapters were fundamentally revised and latest research findings were integrated. A new section on corporate social responsibility due to the increasing importance of brands’ societal and environmental responsibilities and up-to-date practical examples were added.

Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

About the Author

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.