Branding and Corporate Identity: A Practical Approach of Brand Management Under the Consideration of Corporate Identity Aspects - Softcover

Inhaltsangabe

Successful branding and brand management are two of
the most difficult challenges brand managers are
facing, nowadays. In oder to create a brand which
lives up to expectations, brand strategy, brand
identity, brand experience and brand protection have
to be well thought out and subsequently implemented
and monitored by brand mangeres. In this context
the development and integration of a corporate
identity is essential for successful branding. The
concept of corporate identity tries to create a
wholistic image of a company by using the fields of
corporate design, corporate communication and
corporate behaviour.

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