Strategie und Technik der Markenführung

Identity-Based Brand Management

“…Welling 2006); and for Esch (2003) a brand is a purely subjective image in the consumers' minds, which leads him to use the terms "brand" and "brand image" synonymously and to neglect the management perspective. For example, does not provide a clear definition of the brand concept; defines the brand merely as a symbol (cf.…”

Design for Product and Service Innovation in Industry 4.0 and Emerging Smart Society

“…Significance of design and its value proposition for business and thus economy has been the research focus of strategic management (Kotler, Rath 1984;Borja de Mozota 1998;Raulik et al 2008;Cooper, Press 1995;Dumas, Mintzberg 1989;Walsh et al 1992;, marketing and branding (Murphy 1990;Meier-Kortwig 1997;Meffert, Burmann 2002;Giersch 2008;Esch 2012) architecture and design methods (Asimov 1962;Archer 1965;Simon 1969;Jones 1970;Guruz, Scherer 2014), engineering (Lawson 1980;Rowe 1987;Cross 1986;March, Smith 1995;Hevner et al 2004;Cuneo et al 2014), organisational and entrepreneurship (Lorenz 1986;Bruce et al 1999;Kretzschmar 2003;von Stamm 2004;Grzecznowska 2005;Acklin 2013; Design EntrepreneurSHIP project 2014) and innovation related studies (Dickson et al 1995;Cawood 1997;Cox 2005;Theter 2006;Chiva, Alegre 2009;Verganti 2006;Brown 2008;Koostra et al 2009; EU Commission Staff Working Document 2009 and 2013; Rampino 2008;Bitard, Basset 2014;Rezk et. al.…”

Handbook of Media Branding

“…In brand management, brand identity is a well-established concept (Aaker, 1991;Esch, 2005Esch, , 2012Meffert, Burmann, & Kirchgeorg, 2008). Based on Aaker (2010, p. 68) it can be described as a "unique set of brand associations that the brand strategist aspires to create or maintain.…”