2017 | OriginalPaper | Chapter
5. Identity-Based Brand Controlling
Authors : Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade
Published in: Identity-Based Brand Management
Publisher: Springer Fachmedien Wiesbaden
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Abstract
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Which tasks does identity-based brand controlling encompass?
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Which methods are available within the context of identity-based brand controlling?
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To what extent are the internal and the external perspective of identity-based brand management connected within brand controlling?
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Which current challenges does brand controlling face within the context of brand valuation and which problem-solving approaches are available?