Verfügbarkeit: Identity-based brand management | Technische Universität München

Identity-based brand management: fundamentals - strategy - implementation - controlling

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Bibliographische Detailangaben
Beteiligte Personen:	Burmann, Christoph 1962- (VerfasserIn), Riley, Nicola-Maria (VerfasserIn), Halaszovich, Tilo F. 1978- (VerfasserIn), Schade, Michael 1978- (VerfasserIn)
Format:	Buch
Sprache:	Englisch Deutsch
Veröffentlicht:	Wiesbaden Springer Gabler [2017]
Schlagwörter:	Markenpolitik Markenimage KJS Brand Brand controlling Brand management International brand management Operative brand management Strategic brand management Trademark protection
Links:	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
Umfang:	X, 316 Seiten Illustrationen 24 cm x 16.8 cm, 0 g
ISBN:	9783658135607 3658135603

Internformat

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Datensatz im Suchindex

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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
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spellingShingle	Burmann, Christoph 1962- Riley, Nicola-Maria Halaszovich, Tilo F. 1978- Schade, Michael 1978- Identity-based brand management fundamentals - strategy - implementation - controlling Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd
subject_GND	(DE-588)4144679-3 (DE-588)4136439-9
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	Markenpolitik (DE-588)4144679-3 gnd Markenimage (DE-588)4136439-9 gnd
topic_facet	Markenpolitik Markenimage
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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