Markenmanagement
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Identity Based Brand Management
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Author : Christoph Burmann
language : en
Publisher: Springer
Release Date : 2017-04-24
Identity Based Brand Management written by Christoph Burmann and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-04-24 with Business & Economics categories.
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 concept of identity-based brand management has proven to be the most efficient management model to make brands a success. Numerous illustrative practicable examples demonstrate its applicability. The content - Foundation of identity-based brand management - The concept of identity-based brand management - Strategic brand management - Operational brand management - Identity-based brand controlling - Identity-based trademark protection - International identity-based brand management
Markenmanagement Im Sport
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Author : Heinz-Dieter Horch
language : de
Publisher:
Release Date : 2010
Markenmanagement Im Sport written by Heinz-Dieter Horch and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Sports categories.
Internal Brand Management In An International Context
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Author : Christina Ravens
language : en
Publisher: Springer Science & Business Media
Release Date : 2013-10-29
Internal Brand Management In An International Context written by Christina Ravens and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-29 with Business & Economics categories.
Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
Markenmanagement
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Author : Peter Runia
language : de
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2022-10-03
Markenmanagement written by Peter Runia and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-03 with Business & Economics categories.
Marken sind aus dem Alltag der Konsumenten nicht mehr wegzudenken und haben weiter an Bedeutung gewonnen. Auch in der Marketingpraxis bildet die Marke den Dreh- und Angelpunkt des marktorientierten Handelns. Das vorliegende Lehrbuch schließt die Lücke zwischen Markenmanagement und Marketingprozess, indem die Markenperspektive in einer ganzheitlichen Betrachtung eingenommen wird. Insbesondere werden die Kernbegriffe Markenidentität, Markenpositionierung und Markenimage in einen klaren Zusammenhang gestellt. Zudem erfolgt eine grundlegende Unterscheidung in Marketing- und Markenstrategie. Abschließend werden Modelle zur Markenbewertung vorgestellt. Somit erhalten sowohl Studierende als auch Markenverantwortliche in der Praxis einen kompakten Überblick über alle Elemente der Markenführung.
Markenmanagement
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Author : Reinhard Hünerberg
language : de
Publisher: UVK Verlag
Release Date : 2017-09-11
Markenmanagement written by Reinhard Hünerberg and has been published by UVK Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-11 with Business & Economics categories.
Eine der stärksten Wettbewerbsstrategien ist der Aufbau einer Marke, um sich von Mitbewerbern abzugrenzen und für seine Zielgruppe einen Wiedererkennungswert zu schaffen. Damit kommt der Markenführung eine große Verantwortung zu. Klar strukturiert und kompakt erläutern der Autor die Grundlagen des Markenmanagements einschließlich der relevanten Erfolgsfaktoren. Die Themen des Buches sind Markenmanagement im Marketing, unternehmerische, Markt- und rechtliche Rahmenbedingungen für eine Marke, Markenentscheidungen, Markenführung sowie die Datenermittlung für die Markenpolitik, Planung der Markenentwicklung und Kontrolle des Markenerfolgs. Die 2. Auflage wurde aktualisiert und wesentlich erweitert: Hierzu hat der Autor weitergehende Informationen, Beispiele, Daten und innovative Gedanken zur intensiven Durchdringung des Themengebiets zusammengetragen.
User Generated Branding
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Author : Ulrike Arnhold
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-11-22
User Generated Branding written by Ulrike Arnhold and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-11-22 with Business & Economics categories.
From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a tool of the brand communication mix.
Markenmanagement
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Author : Heribert Meffert
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-09
Markenmanagement written by Heribert Meffert and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-09 with Business & Economics categories.
Das Institut für Marketing in Münster zeigt die aktuellen Entwicklungen im Bereich des Markenmanagements auf. Aufbauend auf der identitätsorientierten Markenführung behandeln die Autoren sowohl strategische Implikationen als auch spezielle Aspekte des Markenmanagements. Abgerundet wird das Buch durch Erfolgsbeispiele der letzten Marketingpreisträger in Form von Best-Practice-Studien.
Brand Management
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Author : Tilde Heding
language : en
Publisher: Routledge
Release Date : 2020-05-10
Brand Management written by Tilde Heding and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-10 with Business & Economics categories.
Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.
Brand Page Attachment
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Author : Barbara Kleine-Kalmer
language : en
Publisher: Springer
Release Date : 2016-01-22
Brand Page Attachment written by Barbara Kleine-Kalmer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-01-22 with Business & Economics categories.
Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces the construct of brand page attachment. On the basis of a comprehensive quantitative study she validates the construct as relevant for user behavior and investigates which instruments and antecedents influence brand page attachment. Through these conceptually and empirically profound analyses, the author detects interesting implications for the management of brands in the context of social media.
Strategic Retail Management And Brand Management
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Author : Doris Berger-Grabner
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2021-10-25
Strategic Retail Management And Brand Management written by Doris Berger-Grabner and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-25 with Business & Economics categories.
The retail industry and associated business models have gone through a significant phase of disruption. The rapid emergence of new technologies, digital business models and the evolution of social media platforms as a new sales channel continue to influence the sector. Key contextual or external trends will affect and shape the retail landscape in the years to come. Therefore, it seems important to prepare for this situation and be ready with a head start in terms of knowledge. This textbook provides its readers basic knowledge about the national and international retail sector and gives important insights into trends and developments. It deals with key trends, in particular new patterns of personal consumption, evolving geopolitical dynamics, technological advancements and structural industry shifts. Moreover, it explains why it is so important that retailers use these trends, adapt their retail strategies and tactics, create strong brands and come up with innovative, new ways of doing business. Today we are living in a challenging time for retail. This textbook tries to give insights and explanations to better understand these challenges and provide managerial implications.