Fundamentals of Identity-Based 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: ICN Business School
Michael Schade: University of Bremen
Kristina Klein: University of Bremen
Rico Piehler: Macquarie University

Chapter 1 in Identity-Based Brand Management, 2025, pp 1-51 from Springer

Abstract: Abstract In the realm of corporate management, brand management has been a key topic for many years. In 2023, more than 70,000 new brands were registered with the German Patent Office, and as of publication, a total of around 890,000 brands are currently registered in Germany (cf. German Patent and Trademark Office, 2023). 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.

Date: 2025
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DOI: 10.1007/978-3-658-48315-9_1

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