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Identity-Based Brand Control

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

The fourth chapter of this book introduces all elements of the brand control within the framework of identity-based brand management. Brand control incorporates both internal and external brand performance measurement. Internal brand strength reflects how deeply a brand is anchored among its internal target groups and is an important early indicator of how the brand may develop in the future. External brand strength is the measure of brands’ relevance to the buying behaviour of consumers.

Suggested Citation

  • Christoph Burmann & Nicola-Maria Riley & Tilo Halaszovich & Michael Schade & Kristina Klein & Rico Piehler, 2023. "Identity-Based Brand Control," Springer Books, in: Identity-Based Brand Management, edition 2, chapter 0, pages 207-230, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40189-4_4
    DOI: 10.1007/978-3-658-40189-4_4
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