Brand Management: Brand Strategy, Brand Implementation, and Brand Evaluation

By Oliver Vogler

This textbook provides a practical approach to brand leadership, tailored for master's students in business schools, executive education participants, and brand management professionals. Built around the proprietary framework - The Brand Management Clock Face - the book is structured into twelve chapters that systematically address key management challenges across a brand's lifecycle. The content combines well-established academic concepts with years of hands-on brand management experience. It bridges the strategic clarity of German brand identity models with the action-oriented mindset of American and French brand leadership.
This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.

• Format: Paperback
• Language: English
• ISBN: 3658502444
• ISBN13: 9783658502447
• Release Date: May 2026
• Publisher: Springer Gabler
• Length: 300 Pages