Identity-Based Brand Control

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 4 in Identity-Based Brand Management, 2025, pp 205-225 from Springer

Abstract: 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.

Date: 2025
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DOI: 10.1007/978-3-658-48315-9_4

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