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Identittsbasierte Markenfhrung
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Marken sind fr den Erfolg von Unternehmen von grter Relevanz. Weil ihre Bedeutung stetig zugenommen hat, gibt es heute eine Flle an Publikationen ber Marken und deren richtige Fhrung. Das Konzept der identittsbasierten Markenfhrung hat sich dabei als das leistungsfhigste Managementmodell erwiesen. Burmann/Halaszovich/Hemmann liefern einen kompakten und gut verstndlichen berblick ber die identittsbasierte Markenfhrung. Dabei stehen die Gestaltung der Markenidentitt als interne Seite einer Marke und das hieraus extern resultierende Markenimage bei den Nachfragern im Mittelpunkt. Die praktische Anwendbarkeit der identittsbasierten Markenfhrung wird anhand zahlreicher anschaulicher Praxisbeispiele belegt.
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