With the brand to success • publisher Matthaes | number of pages 352

Author: Prof. Dr. med. Marco A. Gardini (ed.) Summary A strong brand has a big impact on the company's success - that's undisputed. Efficient brand management has a positive effect on customers, investors, employees and the public perception of the company. Despite this awareness, the systematic and professional brand management in today's hotel and restaurant industry is still often inadequate. A holistic brand concept is more than just "labeling" or "name cosmetics". The editor Prof. dr. Marco A. Gardini, in collaboration with 23 other authors, has created a book with 18 different contributions that explains strategies, techniques and activities for professional operational and strategic brand management. The spectrum of the individual contributions ranges from theoretical foundations to case studies and application experiences 352 pages 1st edition 2010 Bound, 245 x 175 mm ISBN: 978-3-87515-517-4