Full Description
This textbook provides a practical approach to brand leadership, tailored for master's students in business schools, executive education participants, and brand management professionals. Built around the proprietary framework - The Brand Management Clock Face - the book is structured into twelve chapters that systematically address key management challenges across a brand's lifecycle. The content combines well-established academic concepts with years of hands-on brand management experience. It bridges the strategic clarity of German brand identity models with the action-oriented mindset of American and French brand leadership.
This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.
Contents
Chapter 1. Introduction.- Part 1: Brand Strategy.- Chapter 2. Brand Basics & Scope.- 2. Purpose & Strategy.- Chapter 3. Brand Positioning & Architecture.- Chapter 4. Brand Character & Identity.- Part 2: Brand Implementation.- Chapter 5. Naming.- Chapter 6.Trademarks.- Chapter 7. Branding & Design.- Chapter 8. Brand Governance & Steering.- Chapter 9. Brand Communication & Activation.- Part 3: Brand Evaluation.- Chapter 10. Brand Monitoring & Tracking.- Chapter 11.Brand Equity & Valuation.- Chapter 12. Brand Transformation & Migration.- Part 4. Brand Management Case Studies.- Chapter 13. Brand Strategy - Transforming LEDVANCE.- Chapter 14. Brand Implementation - Creating Keyture.- Chapter 15. Brand Evaluation - Holistic Brand Relaunch for a Future-Proof Swiss Post.
