Strategic Brand Management

Christoph Burmann (), Nicola-Maria Riley (), Tilo Halaszovich (), Michael Schade (), Kristina Klein () and Rico Piehler ()
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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

Chapter Chapter 2 in Identity-Based Brand Management, 2023, pp 69-143 from Springer

Abstract: 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.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-40189-4_2

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DOI: 10.1007/978-3-658-40189-4_2

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