Identity-Based Brand Management

Fundamentals—Strategy—Implementation—Controlling

verfasst von: Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

Verlag: Springer Fachmedien Wiesbaden

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

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 the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added.

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Inhaltsverzeichnis

Frontmatter

Chapter 1. Basics of Identity-Based Brand Management

Abstract

In the realm of corporate management, brand management has been a key topic for many years. In 2019, almost 79,000 new brands were registered with the German Patent Office, and as of publication, a total of around 830,000 brands are currently registered in Germany. These figures attest to the weighty importance afforded to brands by both employees and consumers, and their subsequent high economic value. Brands can only be successful if their brand identity conveys a distinctive mindset both internally among employees and externally to consumers. A strong sense of identity creates meaning while enriching the brand and differentiate it from the competitors. Identity-based brand management is particularly well suited as a strategy to empower companies to build a strong brand. The basics of identity-based brand management are explained in this chapter.