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 this concept is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revisedand up-to-date practical examples as well as latest research findings were added.

The foundation of identity-based brand management.- The concept of identity-based brand management.- Strategic brand management.- Operational brand management.- Identity-based brand controlling.- Identity-based trademark protection.- International identity-based brand management.