Identity-Based Brand Management : Fundamentals-Strategy-Implementation-Controlling /
This textbook provides a theoretically based and comprehensive overview of the identity-based brand management. The focus is on the design of brand identity as the internal side of a brand and the resulting external brand image amongst buyers and other external audiences. The authors show that the c...
| Main Authors: | , , , |
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| Format: | Book |
| Language: | English German |
| Published: |
Wiesbaden :
Springer Fachmedien Wiesbaden,
[2017]
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| Subjects: |