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Strategic 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

Chapters 2 to 4 of this book are oriented towards the three process steps of identity-based brand management (strategic brand management, operational brand management, brand control). The second chapter deals in detail with strategic brand management. The topics of situation analysis, brand objectives, brand positioning, brand architecture, brand evolution and brand budgeting are explained.

Suggested Citation

  • Christoph Burmann & Nicola-Maria Riley & Tilo Halaszovich & Michael Schade & Kristina Klein & Rico Piehler, 2023. "Strategic Brand Management," Springer Books, in: Identity-Based Brand Management, edition 2, chapter 0, pages 69-143, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40189-4_2
    DOI: 10.1007/978-3-658-40189-4_2
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