Identity-based brand management: fundamentals - strategy - implementation - controlling
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| Main Authors: | , , , |
|---|---|
| Format: | Book |
| Language: | English German |
| Published: |
Wiesbaden
Springer Gabler
[2017]
|
| Subjects: | |
| Online Access: | http://www.springer.com/ Inhaltstext Inhaltsverzeichnis |
| Physical Description: | X, 316 Seiten Illustrationen 24 cm x 16.8 cm, 0 g |
| ISBN: | 9783658135607 3658135603 |
Staff View
MARC
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| 240 | 1 | 0 | |a Identitätsbasierte Markenführung |
| 245 | 1 | 0 | |a Identity-based brand management |b fundamentals - strategy - implementation - controlling |c Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade |
| 264 | 1 | |a Wiesbaden |b Springer Gabler |c [2017] | |
| 300 | |a X, 316 Seiten |b Illustrationen |c 24 cm x 16.8 cm, 0 g | ||
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| 653 | |a KJS | ||
| 653 | |a Brand | ||
| 653 | |a Brand controlling | ||
| 653 | |a Brand management | ||
| 653 | |a International brand management | ||
| 653 | |a Operative brand management | ||
| 653 | |a Strategic brand management | ||
| 653 | |a Trademark protection | ||
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| 700 | 1 | |a Schade, Michael |d 1978- |e Verfasser |0 (DE-588)13321852X |4 aut | |
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Record in the Search Index
| _version_ | 1806413730314977280 |
|---|---|
| adam_text |
CONTENTS
1 THE FOUNDATIONS OF IDENTITY-BASED BRAND M AN AG EM EN
T. 1
1.1 CURRENT CHALLENGES FACING BRAND
MANAGEMENT. 2
1.2 THEORETICAL FOUNDATIONS OF BRANDING
.
6
1.2.1 THE MARKET-BASED V IEW
.
.
6
1.2.2 THE RESOURCE-BASED VIEW
. .
8
1.2.3 THE COMPETENCE-BASED
VIEW. 9
1.2.4 LINKING THE MARKET-BASED VIEW
WITH THE COMPETENCE-B ASED VIEW
.
.
14
1.3 C
ONCLUSION.
14
REFERENCES.
15
2 THE CONCEPT OF IDENTITY-BASED B RAND M ANAGEM ENT
.
17
2.1 DEVELOPMENT OF AN IDENTITY-BASED BRAND
MANAGEMENT. 18
2.2 IDENTITY-BASED BRAND DEFINITION. 26
2.3 THE FUNDAMENTAL CONCEPT OF IDENTITY-BASED BRAND MANAGEMENT
.
27
2.4 COMPARISON OF BRAND MANAGEMENT APPROACHES
.
29
2.5 THE CURRENT STATUS OF IDENTITY
RESEARCH. 32
2.5.1 SOCIO-SCIENTIFIC APPROACHES TO IDENTITY RESEARCH
.
.
33
2.5.2 SOCIO-SCIENTIFIC IDENTITY RESEARCH AND BRAND IDENTITY
.
35
2.5.3 ECONOMIC APPROACHES OF IDENTITY RESEARCH
.
40
2.6 CONCEPTUAL DESIGN OF BRAND IDENTITY
.
42
2.6.1 BRAND IDENTITY AS AN INTERNAL MANAGEMENT CONCEPT
.
42
2.6.2 DIMENSIONS OF BRAND IDENTITY
.
44
2.7 THE BRAND IMAGE C
ONCEPT.
56
2.7.1 THE BRAND IMAGE CONCEPT IN IDENTITY-BASED
BRAND
MANAGEMENT.
57
2.7.2 ASSOCIATIVE NEURAL BRAND NETWORKS
AS THE PRODUCT OF STIMULUS PROCESSING IN THE B RA IN
.
60
2.7.3 STORAGE OF BRAND-RELATED INFORMATION IN THE MEMORY
.
65
2.7.4 NEUROSCIENTIFIC IMPLICATIONS FOR IDENTITY-BASED
BRAND MANAGEMENT
.
67
2.8 BRAND TRUST IN IDENTITY-BASED BRAND M ANAGEM ENT
.
70
2.8.1 RELEVANCE OF BRAND T RU
ST. 70
2.8.2 COMPONENTS OF BRAND T RU S
T. 71
2.8.3 IMPLICATIONS FOR IDENTITY-BASED BRAND M ANAGEM ENT
.
75
2.9 BRAND AUTHENTICITY IN IDENTITY-BASED BRAND
MANAGEMENT. 76
2.9.1 THE RELEVANCE OF BRAND
AUTHENTICITY. 76
2.9.2 THE OBJECT OF BRAND AUTHENTICITY
.
77
2.9.3 IMPLICATIONS FOR IDENTITY-BASED BRAND M ANAGEM ENT
.
78
2.10 THE PROCESS OF IDENTITY-BASED BRAND M ANAGEMENT
.
81
REFERENCES.
83
3 STRATEGIC BRAND
MANAGEMENT.
91
3.1 SITUATIONAL A
NALYSIS.
93
3.1.1 OBJECTIVES OF INTERNAL BRAND M ANAGEMENT
.
93
3.1.2 OBJECTIVES OF EXTERNAL BRAND M ANAGEM ENT
.
102
3.2 BRAND
IDENTITY.
106
3.3 BRAND
POSITIONING.
106
3.3.1 CLASSIFYING AND DEMARCATING BRAND
POSITIONING. 106
3.3.2 THE POSITIONING PROCESS IN IDENTITY-BASED BRAND M ANAGEM ENT.
109
3.3.3 BRAND REPOSITIONING AS A SPECIAL FORM OF POSITIONING
.
113
3.3.4 ANALYSING BRAND POSITIONING BY MEANS OF POSITIONING M ODELS. . .
115
3.3.5 CHOOSING APPROPRIATE POSITIONING STRATEGIES
.
118
3.3.6 MULTI-SENSUAL BRAND POSITIONING
.
119
3.4 BRAND
ARCHITECTURE.
122
3.4.1
DEFINITION.
122
3.4.2 THE PROCESS OF BRAND ARCHITECTURE DESIGN
.
124
3.5 BRAND E
VOLUTION.
140
3.5.1 DEFINITION AND
OVERVIEW.
140
3.5.2 BRAND DYNAMISATION
.
140
3.5.3 BRAND R ESTRUCTURING
.
149
3.6 BRAND
BUDGETING.
162
3.6.1 THE PURPOSE OF BRAND B UDGETING
.
162
3.6.2 THE BUDGETING
PROCESS.
163
REFERENCES.
165
4 OPERATIONAL BRAND
MANAGEMENT.
173
4.1 OPERATIONAL INTERNAL BRAND
MANAGEMENT. 175
4.1.1 MODERATORS OF THE RELATIONSHIPS WITH BRAND
CITIZENSHIP
BEHAVIOUR.
175
4.1.2 INSTRUMENTS TO INFLUENCE BRAND UNDERSTANDING
AND BRAND C OM M ITM
ENT.
177
4.2 OPERATIONAL EXTERNAL BRAND M ANAGEM
ENT. 189
4.2.1 BRAND OFFERING
POLICY.
190
4.2.2 BRAND PRICE POLICY
.
191
4.2.3 BRAND DISTRIBUTION P
OLICY.
191
4.2.4 BRAND COMMUNICATION POLICY
.
194
4.3 IDENTITY-BASED BRAND MANAGEMENT IN THE DIGITAL CONTEXT
.
195
4.3.1 CHALLENGES FOR BRAND MANAGEMENT BY DIGITALIZATION
.
195
4.3.2 INSTRUMENTS OF ONLINE
COMMUNICATION. 198
4.3.3 SPECIAL POSITION OF SOCIAL MEDIA IN IDENTITY-BASED
BRAND
MANAGEMENT.
200
REFERENCES
.
225
5 IDENTITY-BASED B RAND C
ONTROLLING.
233
5.1 INTERNAL AND EXTERNAL BRAND PERFORMANCE MEASUREMENT
.
. 235
5.1.1 MAIN FEATURES OF IDENTITY-BASED BRAND CONTROLLING
.
235
5.1.2 OPERATIONALISATION OF THE EXTERNAL AND INTERNAL BRAND STRENGTH. .
. 241
5.2 CUSTOMER EQUITY VERSUS BRAND EQUITY AS KEY PERFORMANCE
INDICATOR OF BRAND
CONTROLLING.
245
5.3 NECESSITY FOR AN IDENTITY-BASED BRAND VALUATION APPROACH
.
245
5.3.1 DEFICITS OF BRAND VALUATION TO DATE IN THEORY AND PRACTICE
.
245
5.3.2 REQUIREMENTS AND PURPOSES OF IDENTITY-BASED BRAND VALUATION. 249
5.3.3 FINANCIAL GENERAL CONDITIONS OF BRAND
VALUATION. 253
5.4 SYSTEMATISATION OF BRAND VALUATION APPROACHES
.
254
5.4.1 FINANCIAL
APPROACHES.
255
5.4.2 BEHAVIOURAL
APPROACHES.
255
5.4.3 COMBINED
APPROACHES.
259
5.4.4 STAKEHOLDER-ORIENTED
APPROACHES. 264
5.4.5 IDENTITY-BASED BRAND
VALUATION. 268
REFERENCES.
277
6 IDENTITY-BASED TRADEM ARK
PROTECTION.
281
6.1 INTEGRAL IDENTITY-BASED TRADEMARK PROTECTION
.
282
6.2 DEVELOPING A TRADEMARK PROTECTION
STRATEGY. 283
6.3 LEGAL TRADEMARK
PROTECTION.
284
6.3.1 DETERMINING THE TERRITORIALITY OF TRADEMARK PROTECTION
.
284
6.3.2 OBTAINING TRADEMARK
PROTECTION. 285
6.4 EXTRA-LEGAL TRADEMARK PROTECTION
.
285
6.4.1 ENHANCING INNOVATION
CAPABILITIES. 285
6.4.2 COOPERATING WITH AUTHORITIES
.
285
6.4.3 CONSUMER- AND SALES-ORIENTED M EASURES
.
286
6.4.4 SUPPLIER- AND PRODUCTION-ORIENTED MEASURES
.
287
6.5 INTERNAL REQUIREMENTS FOR INTEGRATED TRADEMARK PROTECTION
.
287
6.5.1 ORGANISATIONAL
ANCHORING.
287
6.5.2 RECOURSE TO LOCAL K NOW LEDGE
.
288
6.5.3 CHANNEL M ONITORING
.
288
REFERENCES. 289
7 INTERNATIONAL IDENTITY-BASED BRAND MANAGEMENT
.
291
7.1 STANDARDISATION VERSUS DIFFERENTIATION IN INTERNATIONAL M ARKETING
.
292
7.2 IMPORTANT INFLUENCES OF CONSUMER BEHAVIOUR
ON BRANDS IN INTERNATIONAL
MARKETS.
293
7.2.1 NATIONAL C U LTU
RE.
293
7.2.2 STAGE OF ECONOMIC DEVELOPMENT
.
296
7.2.3 SOCIO-DEMOGRAPHIC
CHARACTERISTICS. 297
7.2.4 BRAND O
RIGIN.
297
7.3 STRATEGIC AND OPERATIONAL ASPECTS
OF INTERNATIONAL BRAND
MANAGEMENT.
299
7.3.1 TIMING OF MARKET
ENTRY.
299
7.3.2 POSITIONING BRANDS IN AN INTERNATIONAL C O N TEX T
.
300
7.3.3 INTERNATIONAL BRAND ARCHITECTURE
.
301
7.3.4 SPECIFICS OF INTERNAL BRAND MANAGEMENT
IN AN INTERNATIONAL C
ONTEXT.
306
REFERENCES.
308
INDEX 313 |
| any_adam_object | 1 |
| author | Burmann, Christoph 1962- Riley, Nicola-Maria Halaszovich, Tilo F. 1978- Schade, Michael 1978- |
| author_GND | (DE-588)132535645 (DE-588)171333551 (DE-588)142691410 (DE-588)13321852X |
| author_facet | Burmann, Christoph 1962- Riley, Nicola-Maria Halaszovich, Tilo F. 1978- Schade, Michael 1978- |
| author_role | aut aut aut aut |
| author_sort | Burmann, Christoph 1962- |
| author_variant | c b cb n m r nmr t f h tf tfh m s ms |
| building | Verbundindex |
| bvnumber | BV044366057 |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)1002252212 (DE-599)DNB1091585733 |
| dewey-full | 650 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 650 - Management and auxiliary services |
| dewey-raw | 650 |
| dewey-search | 650 |
| dewey-sort | 3650 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV044366057 |
| illustrated | Illustrated |
| indexdate | 2024-08-04T00:12:58Z |
| institution | BVB |
| institution_GND | (DE-588)1043386068 |
| isbn | 9783658135607 3658135603 |
| language | English German |
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| physical | X, 316 Seiten Illustrationen 24 cm x 16.8 cm, 0 g |
| publishDate | 2017 |
| publishDateSearch | 2017 |
| publishDateSort | 2017 |
| publisher | Springer Gabler |
| record_format | marc |
| spelling | Burmann, Christoph 1962- Verfasser (DE-588)132535645 aut Identitätsbasierte Markenführung Identity-based brand management fundamentals - strategy - implementation - controlling Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade Wiesbaden Springer Gabler [2017] X, 316 Seiten Illustrationen 24 cm x 16.8 cm, 0 g txt rdacontent n rdamedia nc rdacarrier Markenimage (DE-588)4136439-9 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf KJS Brand Brand controlling Brand management International brand management Operative brand management Strategic brand management Trademark protection Markenpolitik (DE-588)4144679-3 s Markenimage (DE-588)4136439-9 s DE-604 Riley, Nicola-Maria Verfasser (DE-588)171333551 aut Halaszovich, Tilo F. 1978- Verfasser (DE-588)142691410 aut Schade, Michael 1978- Verfasser (DE-588)13321852X aut Springer Fachmedien Wiesbaden (DE-588)1043386068 pbl Erscheint auch als Online-Ausgabe 978-3-658-13561-4 http://www.springer.com/ Verlag X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=dc2ed7d6d2f74c278897e407137fc00c&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029768578&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Burmann, Christoph 1962- Riley, Nicola-Maria Halaszovich, Tilo F. 1978- Schade, Michael 1978- Identity-based brand management fundamentals - strategy - implementation - controlling Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4136439-9 (DE-588)4144679-3 |
| title | Identity-based brand management fundamentals - strategy - implementation - controlling |
| title_alt | Identitätsbasierte Markenführung |
| title_auth | Identity-based brand management fundamentals - strategy - implementation - controlling |
| title_exact_search | Identity-based brand management fundamentals - strategy - implementation - controlling |
| title_full | Identity-based brand management fundamentals - strategy - implementation - controlling Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade |
| title_fullStr | Identity-based brand management fundamentals - strategy - implementation - controlling Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade |
| title_full_unstemmed | Identity-based brand management fundamentals - strategy - implementation - controlling Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade |
| title_short | Identity-based brand management |
| title_sort | identity based brand management fundamentals strategy implementation controlling |
| title_sub | fundamentals - strategy - implementation - controlling |
| topic | Markenimage (DE-588)4136439-9 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenimage Markenpolitik |
| url | http://www.springer.com/ http://deposit.dnb.de/cgi-bin/dokserv?id=dc2ed7d6d2f74c278897e407137fc00c&prov=M&dok_var=1&dok_ext=htm http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029768578&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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