Internal Brand Management in an International Context
Employees with a sound knowledge of strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support com
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Herausgegeben von Ch. Burmann, Bremen, Germany M. Kirchgeorg, Leipzig, Germany
Marken sind in vielen Unternehmen mittlerweile zu wichtigen Vermögenswerten geworden, die zukünftig immer häufiger auch in der Bilanz erfasst werden können. Insbesondere in reiferen Märkten ist die Marke heute oft das einzig nachhaltige Differenzierungsmerkmal im Wettbewerb. Vor diesem Hintergrund kommt der professionellen Führung von Marken eine sehr hohe Bedeutung für den Unternehmenserfolg zu. Dabei müssen zukünftig innovative Wege beschritten werden.Die Schriftenreihe will durch die Veröffentlichung neuester Forschungserkenntnisse Anstöße für eine solche Neuausrichtung der Markenführung liefern.
Herausgegeben von Professor Dr. Christoph Burmann Universität Bremen Lehrstuhl für innovatives Markenmanagement (LiM®)
Professor Dr. Manfred Kirchgeorg HHL Leipzig Graduate School of Management Lehrstuhl für Marketingmanagement
Christina Ravens
Internal Brand Management in an International Context Foreword by Prof. Dr. Manfred Kirchgeorg
Christina Ravens Leipzig, Germany
Dissertation HHL Leipzig Graduate School of Management, 2012
ISBN 978-3-658-00753-9 DOI 10.1007/978-3-658-00754-6
ISBN 978-3-658-00754-6 (eBook)
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