Identitätsbasierte Luxusmarkenführung

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This textbook provides a theoretically grounded and easily understandable overview of identity-based brand management. It focuses on the development of brand identity as the internal aspect of a brand and the resulting brand image perceived by consumers. The practical applicability of identity-based brand management is demonstrated through numerous illustrative case studies. The approach has been further developed to include Brand Attachment as a central psychographic target due to its high behavioral relevance and predictive quality. Current developments, such as brand management in the digital age, eCommerce, and multi-channel distribution, have also been incorporated. The chapters on online communication and identity-based brand management in social media have been significantly revised. Additionally, new chapters on identity-based brand protection and international brand management have been added. The content covers the fundamentals of identity-based brand management, the concept of identity-based brand management, strategic brand management, operational brand management, identity-based brand controlling, identity-based brand protection, and international identity-based brand management.