Brand Management

Oliver Vogler ()
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Oliver Vogler: ISM International School of Management GmbH

in Springer Books from Springer

Date: 2026
ISBN: 978-3-658-50245-4
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Chapters in this book:

Ch 1 Brand Basics & Scope

Oliver Vogler

Ch 2 Purpose & Strategy

Oliver Vogler

Ch 3 Brand Positioning & Architecture

Oliver Vogler

Ch 4 Brand Character & Identity

Oliver Vogler

Ch 5 Naming

Oliver Vogler

Ch 6 Trademarks

Oliver Vogler

Ch 7 Branding & Design

Oliver Vogler

Ch 8 Brand Governance & Steering

Oliver Vogler

Ch 9 Brand Communication & Activation

Oliver Vogler

Ch 10 Brand Monitoring & Tracking

Oliver Vogler

Ch 11 Brand Equity & Valuation

Oliver Vogler

Ch 12 Brand Transformation & Migration

Oliver Vogler

Ch 13 Brand Strategy—Transforming LEDVANCE (M. Quint & O. Vogler)

Matthew Quint and Oliver Vogler

Ch 14 Brand Implementation –Creating Keyture (C. Diener, B. Hug & C. Wünsche)

Claus Diener, Ben Hug and Christopher Wünsche

Ch 15 Brand Evaluation—Holistic Brand Relaunch for a Future-Proof Swiss Post (M. Hadorn)

Marc Hadorn

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DOI: 10.1007/978-3-658-50245-4

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