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The fourth chapter of this book introduces all elements of the brand control within the framework of identity-based brand management. Brand control incorporates both internal and external brand performance measurement. Internal brand strength reflects how deeply a brand is anchored among its internal target groups and is an important early indicator of how the brand may develop in the future. External brand strength is the measure of brands’ relevance to the buying behaviour of consumers.

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Identity-Based Brand Control

  • 章节

  • 发表日期：

    2025年

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  • Christoph Burmann,
  • Nicola-Maria Riley,
  • Tilo Halaszovich,
  • Michael Schade,
  • Kristina Klein,
  • Rico Piehler

摘要

The fourth chapter of this book introduces all elements of the brand control within the framework of identity-based brand management. Brand control incorporates both internal and external brand performance measurement. Internal brand strength reflects how deeply a brand is anchored among its internal target groups and is an important early indicator of how the brand may develop in the future. External brand strength is the measure of brands’ relevance to the buying behaviour of consumers.