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Zurich

Lausanne

Basel

Kriens

Winterthur

Bern

Dietikon

Geneva

Wohlen

St. Gallen

Gabler

This textbook provides a theoretically sound and easy-to-understand overview of identity-based brand management as the most powerful and up-to-date approach to the successful management of brands. It focuses on the design of brand identity as the internal side of a brand and the external brand image among consumers. In addition to the basics, the management process of identity-based brand management is discussed in detail. Issues such as brand positioning, the design of brand architecture, brand evolution and the management of brand touch points and the customer journey are addressed. Furthermore, international brand management, brand management of retailer and manufacturer brands in the context of the platform economy as well as brand management in online and social media are treated as special use cases of identity-based brand management. The explanations are illustrated by numerous vivid examples that demonstrate the good applicability of identity-based brand management in practice.

In the 5th edition, all chapters have been fundamentally revised and new practical examples have been integrated. Current topics, such as corporate social responsibility (CSR) as a component of strategic brand management, have been added and the special applications of identity-based brand management have been comprehensively revised.

Additional material is available via app: Download the Springer Nature Flashcards app free of charge and use exclusive content as a print book buyer to test your knowledge. 

The content

	Fundamentals of identity-based brand management
	Strategic and operational brand management
	Identity-based brand controlling
	International identity-based brand management
	Identity-based brand management in retail, social media and on platforms.

Actual product image Identitätsbasierte Markenführung (German, Christoph Burmann, Michael Schade, Kristina Klein, Rico Piehler, Tilo Halaszovich, 2024)

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