{"product_id":"9783658135607","title":"Identity-Based Brand Management: Fundamentals--Strategy--Implementation--Controlling","description":"\u003cp\u003eThis 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.\u003c\/p\u003e\u003cp\u003e\u003cb\u003eThe content\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e- Foundation of identity-based brand management\u003c\/p\u003e\u003cp\u003e- The concept of identity-based brand management\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e- Strategic brand management\u003c\/p\u003e\u003cp\u003e- Operational brand management\u003c\/p\u003e\u003cp\u003e- Identity-based brand controlling\u003c\/p\u003e\u003cp\u003e- Identity-based trademark protection\u003c\/p\u003e\u003cp\u003e- International identity-based brand management\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"anexact","offers":[{"title":"Default Title","offer_id":47020583977200,"sku":"9783658135607","price":39.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9783658135607_p0.jpg?v=1763729073","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9783658135607","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}