Lohas - A brilliant marketing idea -- Are there green trends? -- The brand as a social alliance system -- The brand from a … legal, economic and sociological point of view -- What brand really is -- Managing authentic brands -- The example of wooden … develop young brands -- The six principles of green brand management -- Conclusion and outlook: All green?. Translated with …

„Brand Communities“ wurde um Online-Communities ergänzt, und das Kapitel „Innovative Marktpsychologie im IFM POS Lab“ ist neu …

Chapter 1: Introduction to Brand Management -- Chapter 2: Ethical Branding -- Chapter 3: Brand Philosophy -- Chapter 4 …: Brand Positioning -- Chapter 5: Brand Identity -- Chapter 6: Brand Integration -- Chapter 7: Brand in the Digital Era … -- Chapter 8: Brand Equity -- Chapter 9: Brand Extension -- Chapter 10: Brand Mergers and Acquisition -- Chapter 11: Brand …

behavior, franchising, origin labelling, transparency in the agri-food industry, tourism and the triptych of brand …/label/product. The contributions are gathered under the following main topics: Consumer behavior and decisions, labeling strategy, brand … market trends, branding of local brands, territorial impact on brand/label/product, theoretical and managerial research …