Grundlagen der identitätsbasierten Markenführung -- Strategisches Markenmanagement -- Operatives Markenmanagement -- Identitätsbasiertes Markencontrolling -- Identitätsbasierter Markenschutz -- Internationale identitätsbasierte Markenführung.

The health care domain is undergoing a sweeping shift from a model of paternalism towards increased patient-centered care. Vendors offering patient-centered health IT use incentive mechanisms to motivate the continued use of health IT. However, incentive mechanisms may not always be beneficial...

The foundation of identity-based brand management -- The concept of identity-based brand management -- Strategic brand management -- Operational brand management -- Identity-based brand controlling -- Identity-based trademark protection -- International identity-based brand management.