This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

The study proposes and empirically validates an integrated model of leisure visitors’ destination brand associations that can guide destination marketing and branding activities for both, the brand identity and the consumer-based brand equity (CBBE) perspective. A ten-phase empirical research design is established and data is collected from a sample of German leisure visitors to the Balearic Island of Mallorca, Spain. Structural equation modeling (SEM) provides empirical evidence of construct validity and reveals strong support for the validity of the proposed structural theory of leisure visitors’ destination brand associations. Results also demonstrate that the structural model possesses excellent levels of predictive power and validity. Importantly, the model performs very well in the overall prediction of consumers’ destination brand attitudes and loyalty.

Trust and Brand Management covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance. The benefits for readers of this book lie in several aspects: knowledge of corporate brand management, brand heritage and related concepts, theoretical and practical foundations of brand management and brand heritage, and empirically supported research on the relationship among brand heritage, brand management practices, antecedents, and outcomes of heritage-based corporate brand management. This book consists of two parts. The first part provides a literature review and theoretical and practical background on brand heritage, its antecedents and outcomes, brand management approaches, and heritage-based corporate brand management. The second part presents the results of an empirical study as structural equation modeling to establish the relationship among brand heritage, corporate brand management practices, antecedents (brand history, culture, identity, and authenticity), and outcomes of heritage-based corporate brand management (brand trust, brand equity, and performance). In addition, the book includes 31 case studies of well-known heritage brands presenting their history, marketing communications, development, and positioning strategies. The benefit for managers is the presentation of terms and specific tools related to corporate brand management in the market and customer outcomes.

In the current times of more frequent crises and ever shortening innovation cycles, the management of change has become a crucial task of survival. While it is not a new topic in business research, the developments of the last decade have posed many new challenges for the change management of firms and organizations and have thus also raised many new questions for academic research in business administration, which the present book turns to deepen. Its particular focus is on disruptive change including its driving forces as well as effective and sustainable management. This publication constitutes a collection of articles that discuss change and innovation processes across different sectors of the economy (industry, banking, and retail), the role of leadership and corporate governance for the effectiveness and sustainability of organizational change.

Jennifer Berz explores the employment of social media tools for brand management purposes with regard to serialised television brands. Drawing upon an extensive literature review of the research fields of media brand management, television branding, as well as social media and relevant neighbouring fields of study, the author develops a model that investigates relationships between social media, television and brand related constructs. Social media strategies are found to have a positive impact on users’ loyalty towards serialised television brands and their relationships with these brands.

Bachelor Thesis from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, , language: English, abstract: Brands represent a significant factor in business success, therefore brand management has long become a key issue for corporate management. The relevance of brand management is reflected by the global importance of brands for consumers, which creates economic value for the company. Accordingly, an increasing number of new brands are registerd or expanded every year. Even in food retailing it has become normal to find wellknown brands, such as Chiquita bananas, what seemed to be impossible 30 years ago. Meanwhile, many international and global brands from different sectors has effectively developed (Apple, IBM, McDonald...). Currently, a remarkable development towards the idea of sustainability can be observed in brand management. Constant new reports about financial crises, natural disasters and product scandals have increased population’s awareness of the vulnerability of environment and social systems and led the sustainability issue to a global trend. Brands reflect quality, emotions and trust, and make up a substantial share of the company’s overall value. Similar factors play an important role also in the sustainability aspect. Responsible brands have usually high-quality products, enjoy the trust of their customers and are often the preferred suppliers and employers. Especially brands with a high value and reputation get involved in the topic of sustainability. It has long been considered that strong brands have an even bigger value for companies than buildings and assets. Therefore, an essential function for brand management is to build such a strong customer loyality that lead the buyers to refuse alternative brands, despite the low prices of competitors. Nowadays, building a strong brand seems doomed to failure if companies do not assume responsibility.

Bachelor Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,0, Niederrhein University of Applied Sciences Mönchengladbach , language: English, abstract: To successfully communicate a fashion brand, not only the advertising message itself has to match with the relevant target group, but also the right media have to be used to address the target group. Communication that wants to catch the brands’ target group and wants to be noticed has to meet exactly their lifestyle and attitude. Solely methods of mass communication do not reach the individual target audiences anymore. That is why new ways of communication become more important. This thesis provides a framework of marketing communication strategies, traditional and up-to-date ones, which can be applied to the target groups of the fashion market. Those strategies can be combined almost unlimited. However, the media planning should be carried out target group oriented. With the help of four relevant target audiences and their use of media will be exemplified how a brand can find the suitable strategies for its target group. Knowing how to define whether a strategy was successful, is just as important as gaining the attention of customers through this strategy. Therefore, it will be determined which measurements of efficiency are applicable for which marketing communication strategies.

Scientific Study from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, , language: English, abstract: The main purpose of the present study was to inquire into the contribution of brand image and brand identity for attaining competitive advantage. For the purpose of the same a case study on fashion industry was taken with a few established and globally recognised fashion brands existing in London. The review of literature indicates that one of the sources for attaining competitive advantage could be the parameters as identified by customer perception model evolved out of the value-cascade positioning; such as the product characteristics, price, promotional activities of the fashion firm and reaching the target audience. The reason being they mostly remain invisible and at times difficult to copy. It is also evident from the data presentation and analysis that the intangible sources as referred in the literature review can also viewed through to gain brand image and brand identity and further lead the fashion industries to gain competitive advantage; they become the most imperative resources. Though an attempt has been made in the fourth chapter to establish relationship between brand images and brand identity its lead to attain competitive advantage could not be explored scientifically, but sufficiently explored with case studies. The case studies were established fashion brand with global recognition. The collected data supported the methodology of secondary data source as well as with interviews. Subsequent analysis of the data has identified a theoretical model that is proposed as the findings of the present study. As a bottom line it is found by the researcher that the brand image and brand identity leads to competitive advantage.