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Brand Management
Brand Strategy, Brand Implementation, and Brand Evaluation
Introduction
This textbook provides a practical approach to brand leadership, tailored for master’s students in business schools, executive education participants, and brand management professionals.
Framework
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.
Content and Approach
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.
Target Audience and Usage
This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.
