Special Use Cases 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 5 in Identity-Based Brand Management, 2025, pp 227-317 from Springer

Abstract: Abstract In the fifth chapter, special use cases of identity-based brand management are discussed. It explains in detail international identity-based brand management as well as identity-based brand management for retailer and manufacturer brands in the platform economy and brand management in social media.

Date: 2025
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DOI: 10.1007/978-3-658-48315-9_5

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