Identity-Based Brand Management

Inhaltsverzeichnis

1. Frontmatter

2. Chapter 1. Basics of Identity-Based Brand Management

   Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

   Abstract

   In the realm of corporate management, brand management has been a key topic for many years. In 2019, almost 79,000 new brands were registered with the German Patent Office, and as of publication, a total of around 830,000 brands are currently registered in Germany. These figures attest to the weighty importance afforded to brands by both employees and consumers, and their subsequent high economic value. Brands can only be successful if their brand identity conveys a distinctive mindset both internally among employees and externally to consumers. A strong sense of identity creates meaning while enriching the brand and differentiate it from the competitors. Identity-based brand management is particularly well suited as a strategy to empower companies to build a strong brand. The basics of identity-based brand management are explained in this chapter.

3. Chapter 2. Strategic Brand Management

   Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

   Abstract

   Chapters 2 to 4 of this book are oriented towards the three process steps of identity-based brand management (strategic brand management, operational brand management, brand control). The second chapter deals in detail with strategic brand management. The topics of situation analysis, brand objectives, brand positioning, brand architecture, brand evolution and brand budgeting are explained.

4. Chapter 3. Operational Brand Management

   Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

   Abstract

   The third chapter of this book focuses on the operational implementation of brand management. Building on brand management’s strategic planning, internal operational brand management involves the communication of a company’s brand identity to its internal target groups. This provides a universal foundation for all employees, allowing them to redeem and deliver the brand promise at all brand touchpoints. External operational brand management addresses the brand’s external target groups. Its task is to identify where consumers come into contact with the brand and to ensure that the brand promise is adequately communicated at all these brand touchpoints.

5. Chapter 4. Identity-Based Brand Control

   Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

   Abstract

   The fourth chapter of this book introduces all elements of the brand control within the framework of identity-based brand management. Brand control incorporates both internal and external brand performance measurement. Internal brand strength reflects how deeply a brand is anchored among its internal target groups and is an important early indicator of how the brand may develop in the future. External brand strength is the measure of brands’ relevance to the buying behaviour of consumers.

6. Chapter 5. Special Identity-Based Brand Management Use Cases

   Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade, Kristina Klein, Rico Piehler

   Zusammenfassung

   In the fifth chapter, special use cases of identity-based brand management are discussed. It explains in detail international identity-based brand management as well as identity-based brand management in retail, online and social media and on digital platforms.

7. Backmatter