fundierten Überblick über die aktuelle wissenschaftliche Markenforschung in Deutschland zu liefern. Darüber hinaus vermitteln die …

The rudiments of branding -- Brand names matter -- Logos, slogans, mascots, and more -- Brands tell stories -- Brands … are living things -- Consumers beware -- Brand management -- Expanding the brand -- The brand stops here -- The dark side … of the brand -- Pop goes the brand -- The brand finale …

The right name is a good way to start -- Building equity in your brand -- Building brand loyalty -- When a brand gets … into trouble -- Brand "personality" and extension positioning : a brand marketing casebook -- A crash course in brand … marketing -- Brand marketing : today and tomorrow …