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Basics of Identity-Based Brand Management

In: Identity-Based Brand Management

Author

Listed:
  • Christoph Burmann

    (University of Bremen)

  • Nicola-Maria Riley

    (University of Bremen)

  • Tilo Halaszovich

    (Jacobs University)

  • Michael Schade

    (University of Bremen)

  • Kristina Klein

    (University of Bremen)

  • Rico Piehler

    (Macquarie University)

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.

Suggested Citation

  • Christoph Burmann & Nicola-Maria Riley & Tilo Halaszovich & Michael Schade & Kristina Klein & Rico Piehler, 2023. "Basics of Identity-Based Brand Management," Springer Books, in: Identity-Based Brand Management, edition 2, chapter 0, pages 1-67, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40189-4_1
    DOI: 10.1007/978-3-658-40189-4_1
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