Identity

Brands are like people: they have a personality. Strong brands offer stability and orientation in our confusing world. Consumers buy branded products to show who they are - or who they want to be. However, a brand identity does not fall from the sky, but needs to be carefully developed and nurtured. Companies can make a lot of mistakes and damage the brand or destroy its identity. Franz-Rudolf Esch is one of the most renowned brand experts in the German-speaking world. In this book, he has compiled a wealth of information and advice and includes numerous experiences and lessons learned from his personal and professional practice: what constitutes a brand's identity, how to implement a brand strategy, how to successfully manage and maintain brand identity through change. His - rarely surprising, but comprehensive and clear - explanations are vividly illustrated by numerous examples from the brand world we are all largely familiar with. getAbstract recommends this interesting book to all brand managers and advertisers.getAbstract rating: 8Implementability: 9Innovation level: 6Style: 9Publisher: Campus VerlagPublication year: 2016Pages: 309ISBN: 9783593505763