Strategic Brand Management

This third chapter will focus on strategic brand management within the framework of identity-based brand management. Accordingly, the following questions will be answered:What are the functions of strategic brand management?What should be taken into account at each individual step of the strategic b...

Full description

Saved in:
Bibliographic Details
Published inIdentity-Based Brand Management pp. 91 - 172
Main Authors Burmann, Christoph, Riley, Nicola-Maria, Halaszovich, Tilo, Schade, Michael
Format Book Chapter
LanguageEnglish
Published Wiesbaden Springer Fachmedien Wiesbaden 25.04.2017
Subjects
Brand Image
Brand Personality
Brand Position
Private Label
Product Brand
Online AccessGet full text

Cover

More Information
Summary:This third chapter will focus on strategic brand management within the framework of identity-based brand management. Accordingly, the following questions will be answered:What are the functions of strategic brand management?What should be taken into account at each individual step of the strategic brand management process?How do the internal and external perspectives of identity-based brand management come together in strategic brand management?What are the current challenges facing strategic brand management in in its various areas?
ISBN:9783658135607
3658135603
DOI:10.1007/978-3-658-13561-4_3