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: ICN Business School
Michael Schade: University of Bremen
Kristina Klein: University of Bremen
Rico Piehler: Macquarie University

Chapter 2 in Identity-Based Brand Management, 2025, pp 53-139 from Springer

Abstract: Abstract This chapter, and Chaps. 3 , 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. Due to the increasing importance of brands’ societal and environmental responsibilities a section exploring CSR brand strategies and highlighting the risks of social washing and greenwashing for brands is integrated in this chapter.

Date: 2025
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DOI: 10.1007/978-3-658-48315-9_2

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